America’s love affair with hard seltzer began back in 1993 when Coors Brewing Company launched a carbonated beverage, Zima Clearmalt that was marketed as an alternative to beer. Now, three decades later, seltzers are losing the booze and adding another popular ingredient: cannabis.

What do the number crunchers say about this shift? It’s generational and investors of all ages should probably get on board.

Here’s why: Gen Z is the largest demographic ever, making up one-third of the world’s population and accounting for a staggering 40% of U.S. consumers. Millennials spend an estimated $65 billion per year. Gen Z spends $100 billion. New Frontier Data reports that 69% of 18-24-year-olds prefer marijuana to alcohol while 81% of cannabis users believe it to be safer than alcohol. The $1 billion cannabis beverages market is estimated to double by 2026, growing at a CAGR of 16.9% over the …

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