Cheers, why the future is there in cannabis terry donnelly
1. Cheers!
Why the Future of Cannabis
is Beverages
Or, why we don’t smoke willow bark to fix a headache anymore.
Terry Donnelly
2. Terry Donnelly
Hill Street Beverage Co./ Chairman & CEO
Terry Donnelly will explain why cannabis-infused beverages are
ready to take off as a new product category. He will highlight
what companies should be doing now to prepare for this
coming wave of cannabis-infused beverages in the
marketplace.
4. -4-
The global cannabis market is
estimated to reach ~$166 billion by
2025.
The global legalization of
Cannabis is a once in a
lifetime event.
Canada was the first G7
country to legalize
recreational Marijuana in
2018.
Cannabis edibles, including
beverages, are scheduled to
be legalized in Canada in
October of 2019.
Canada is the 1st and best
incubator for federally
legal cannabis products as
other major countries
legalize.
Cannabis
has
enormous
market
potential
.
Source: Euromonitor International
5. -5-
Recreati
on is
the
major
driver
of
cannabis
usage.
Canadian Usage
Recreational –
78%
Medical – 22%
58% use cannabis to have
fun with friends.
41% use cannabis as an
alternative to alcohol.
18%
19%
25%
26%
29%
34%
41%
48%
58%
62%
66%
To help connect with others
To improve sex life
To heighten senses
To increase creativity or expressiveness
For special medical reasons (pain, etc.)
To make activities more interesting
As an alternative to alcohol
To improve mood
To have fun with friends
To reduce stress or anxiety
To help relax or sleep
Reasons for Using Recreational Cannabis
Source: Deloitte 2018 Cannabis Report
6. -6-
60%
46% 45% 44%
38%
0%
10%
20%
30%
40%
50%
60%
70%
Beverage
is the
most
socially
acceptabl
e format
for
recreatio
nal
cannabis
Social Acceptability of Using
Various Products Occasionally
Source: Canadian Cannabis Survey 2018
Beverage is clearly the most
socially accepted recreational
format.
Smoking and vaping are not
permitted in the majority of
locations across the world.
7. -7-
Future
Cannabis
Market
$65 bn+
Wine
$80bn
Spiri
ts
$70bn
Beer
$125bn
Size of Alcohol Beverage Markets
(US+Canada 2018)The
beverage
alcohol
market
shows
huge
potential
for
cannabis
beverages
27%
22% 22%
12%
26%
23% 23%
11%
28%
21% 22%
12%
Beer Wine Spirits Other
Overall United States Canada
Of Consumers Surveyed Who Would Try Cannabis
Recreationally, Which Beverages Would They
Replace?
Sources: Statista, BW166, AT Kearney, New Frontier Data, Marijuana Business Daily
8. -8-
Cannabis-
Infused
beverages
are a
healthier
alternati
ve to
alcohol.
Consumers Are Looking for
Healthier Alternatives to
Alcoholic Beverages
33% of Canadians are willing to pay
a premium for health-enhancing
products. (1)
47% of regular alcohol drinkers are
looking to reduce their consumption.
(2)
Health is the #2 concern for US
consumers. (3)
Health Benefits of Cannabis-
Infused
vs. Alcoholic Beverages
60-80% fewer calories
Less toxic
No hangover
Sources: (1) Business Development Bank of Canada, (2) The Harris Poll, (3) Conference Board® Global
Consumer Confidence Survey
9. -9-
Adult-
format
beverage
is the
best
opportunit
y for
edible
cannabis.
$250bn+ beverage alcohol market in
the US and Canada…
Large future Cannabis market of
over $65bn+ in 5-7 years
More socially acceptable than
smoking or vaping
Alcohol format de-selects minors
Micro doses mimic onset & duration
of effect from beverage alcohol
Socially inclusive to match
beverage alcohol occasions
Healthier than alcohol
10. -10-
Beverage Co. Cannabis Co. Invested Dollars
$4bn
$200mm
$100mm
JV
Beverage
companies
are
already
creating
cannabis
partnersh
ips that
will
drive
11. -11-
Alcohol-
free
beverage
is a
rapidly
growing
category.
+19% yoy
Category Growth
*(alcohol free beer, wine,
cocktails, mixers, cider)
55% vs. 34%
AF Beer % of total sales
yoy
+27% yoy
Growth in
AF beer sales
This Is Not a Niche.
135 million adults on
prescriptions contra-indicated to
alcohol in the US and Canada, That
is 44% of the adult population.
52% of adults in the US who drink
alcohol are either trying now or
have tried before to reduce their
alcohol intake. Sources: Nielsen, Forbes
12. -12-
Summary of Amended Regulations
• Limit of 5/10 mg THC in any cannabis infused product
• No alcohol beverages mixed with cannabis
• Prohibition on marketing cannabis products
• Separate licensed production facilities required (no co-production of alcohol
and cannabis)
Canadian
edibles
become
legal in
October
providing
Hill
Street
with a
competitiv
Hill Street’s Advantages
• Limit on THC increases the value of cannabis infusion technology and
increased effectiveness
• Hill Street is able to market non-alc brands that share trademark with
cannabis infused line
• Separate production facilities to be available through Hill Street’s acquisition
pipeline
• Company has been approached to co-pack for major Canadian cannabis
companies
Hill Street is already ahead of the
game and has put itself in position
to capture market share that is up
for grabs.
13. -13-
Portfolio of established brands combined
to create one premier cannabis beverage
company.
Creating an End-to-End Cannabis Beverage Business
Combined With Exclusive Research Partnerships to
Grow Business
*Hill Street has multiple options to bring beer and wine production in-house moving
forward
Beer*
- 3rd Party Craft
Supplier
Wine*
-3rd Party Wine
Supplier
Cannabis
Licensed
Producer
Lifford
Cannabis
Solutions
Retail
Scheduled to close August 2019
Liquid Source
Cultivation,
Infusion and
Packaging
Distribution
and Sales
Force
Consumer
Sales
14. -14-
Hill Street has won numerous medals and accolades including three Gold, two Silver, and two Bronze Medals at the U.S. Open Beer
Championships, the Retail Council of Canada's Grand Prix award, and a prestigious Double Gold Medal at the San Francisco
International Wine Challenge.
Hill Street
has a
portfolio
of award-
winning
brands
which will
serve as a
proxy for
cannabis
Hill Street NA WineHill Street NA Beer
Hill Street will leverage its NA
beer and wine brands to build brand
awareness for the cannabis-infused
beverage line.
Beer and Wine Awards
15. -15-
Representative Experience
Leading Non-Alc Retailers
Hill Street
already
knows the
beverage
retail
space in
Canada from
years of
experience.
Hill Street’s relationships
with thousands of current non-
alc retailers create additional
brand awareness
16. -16-
Acquisition
of a
premier
cannabis
cultivation
and
production
facility.
Acquisition announced May 28, 2019
Gives Hill Street access to 48,000+
square feet of space for cultivation,
R&D, canning, and bottling
Hill Street secures cannabis licenses
Facility under construction will be
EU-GMP certified
Key to hitting the market before other
competitors can secure their licenses
Details on Acquisition
OneLeaf Cannabis Corp.
Cultivation, processing and production
business
Centralized location to service
Western and Eastern Provinces
Strong and experienced management team
across cannabis and food science
Incremental revenue beyond beverages
through medical and recreational sales
and co-packing
Access to proprietary cannabis strains
Health Canada license in process with
anticipated July 2019 approval
17. TSXV: BEER
Summary
Proven consumer products with over 1.5MM
bottles of wine and 100K cases of beer already
sold into market.
Market proven infusion technology which mimics
onset and duration of alcohol
Significant product benefits when compared to
alcohol, with sophisticated tastes aligned
with consumer preferences
Marketing partnerships with leading medical
research organizations that can reach over
23MM Canadians annually.
Cause related brand strategy has potential to
generate higher consumer loyalty and brand
preference
Multiple media partnerships aligned with
shareholder interests.
World class cannabis cultivation and
processing facility, when coupled with current
bottling and canning lines, has output
capacity in excess of $100MM.
Craft Beverages Meets Craft Cannabis