(TDB) - This month’s analysis of the latest product launches sees Euromonitor International’s Spiros Malandrakis weigh up the pros and cons of Cannabis-laced alcoholic drinks.

This monthly summary highlights the most interesting product launches in April, with a focus on the direction the alcoholic drinks industry is taking in terms of innovative developments.

There are potent, herbaceous notes wafting over North America’s collective drink and it’s not the scent of botanicals from the gin micro distillery down the road. The cannabis revolution is in full swing while the alcohol industry appears to be morosely sitting on the fence, drink in hand, occasionally throwing crumpled cans in the general direction of the on-going legalisation debate.

Visibly Intimidated, insular and inherently conservative, large parts of the alcohol industry acknowledge and highlight the dangers to their penetration rates and profitability but largely fail to see the huge potential behind the plumes of hazy smoke.

It’s high time for some figures. At the time of writing more than two dozen US states had already decriminalised medical or recreational use of cannabis while their numbers are expected to only rise further.