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By Pam Chmiel
The convergence of beer and cannabis into a single beverage is no longer just a concept—it’s a reality. Ross Hunsinger, an experienced beer brewer, teamed up with Abstrax Tech, a company specializing in botanical terpene extraction, to explore the
possibility of recreating familiar beer flavors in cannabis-infused beverages using their patented technology. Hunsingerconvinced the team to leverage its cannabis-focused technology to merge the worlds of beer and cannabis and helped launch their new division, Abstrax Hops.
Abstrax Tech developed its cannabis strain database by working directly with master growers to analyze their best genetics. The Hops division will use the same cutting-edge technology to analyze hops to recreate the flavor of beer using botanical terpenes. Companies can then use this formulation to create an infused cannabis beverage that tastes like a beer.
When I saw Abstrax’s technology, I immediately saw the connection for brewers who want to capitalize on the trend of cannabis and beer, said Ross Hunsinger.
How Breweries Are Adapting
As consumer interest continues to trend toward non-alcoholic beverages, breweries are looking for ways to stay relevant.
Some breweries are dabbling with cannabis flavors by adding botanical terpenes into their beers to tap into the trend toward cannabis-inspired products while maintaining their brand identity within the brewing space.
Jones Soda and Pabst Blue Ribbon are taking a bolder approach by using their brand recognition to carve out a niche within the THC beverage space by introducing Jones Soda’s “Mary Jones” and Pabst Blue Ribbon’s “High Seltzer.”
Another option for well-known breweries is to leverage their brand power and master blend through licensing deals similar to the practices of soda and seltzer companies entering the THC space. This approach allows them to capitalize on their existing brand recognition without directly venturing into the production of THC-infused beverages.
As a committee member of the Cannabis Beverage Association, Hunsinger has observed the diverse levels of interest and commitment by various players looking to enter the space. He suggests that breweries could introduce simple non-alcoholic options like seltzers as an easy and low-risk way to enter this new market.
The Limitations and Hesitations
The craft beer market faces stagnation in hop innovation. During the rise of the craft beer market, two hop varieties emerged and remain present in approximately 80% of craft brews. However, they are limited to adapting to evolving flavor trends, as hops are harvested only once a year and are regionally constrained—unlike the diverse cultivation capabilities of cannabis.
This translates into several limitations: limited variety with only two dominant choices hindering the introduction of novel flavor profiles, an annual harvest cycle restricting brewers’ ability to adapt to rapidly changing consumer preferences, and 
geographic constraints limiting hops’ variety and availability.
In contrast, cannabis cultivation offers a wider range of strains, each with distinct flavor profiles, thanks to year-round indoor cultivation and greater control over flavor profiles. Additionally, geographic flexibility allows for cultivation in diverse locations, potentially expanding flavor possibilities for brewers.
Despite the advantages the cannabis offers, Hunsinger acknowledges the hesitation of many breweries to enter the THC beverage market. He identifies several contributing factors: Regulatory uncertainty surrounding THC beverages creates a risk-averse environment for large corporations. Budweiser’s misstep with brand repositioning underscores the risk for brands when considering major identity shifts. Additionally, not all beer drinkers are interested in THC-infused beverages, potentially diluting existing market share. Finally, restricting sales of infused beverages within state lines and only through dispensaries further discourages some breweries from entering this sector.
The Economic Upside For The Brewing Industry
In brewing, hops plant material absorbs a significant amount of water from the brew. Consequently, the more hops utilized, the greater the loss in beer yield—an issue that compounds for brewers. However, botanical terpene extractions provide brewers with a more cost-effective solution and an enhanced spectrum of flavors through their potent concentrates that would require fewer hops.
Moreover, the cannabis industry continually explores new extraction methods, presenting an opportunity for brewers to leverage solventless techniques like rosin extraction. Unlike the commonly used CO2 extraction method in brewing, rosin extraction can enhance the aromatic profile of hops. This cross-industry exchange promises to elevate the quality and depth of flavors in brewing, offering brewers new avenues for innovation they haven’t seen in a while.
Leveraging Iconic Strains For Partnership Success
At the core of Abstrax Tech’s mission is their cutting-edge equipment, designed to analyze and replicate iconic cannabis strains using botanical terpenes. Notably, strains like Jack Herer and Sherbinski genetics have been successfully mimicked, offering a lucrative partnership opportunity for brewers seeking to capitalize on their industry reputations. This collaboration presents a pathway for both parties to attain household recognition and attract a new consumer base.
Abstrax Hops spearheaded a successful collaboration with Sherbinski and Blue Point, a Long Island brewery. Their joint effort resulted in a strain-specific gelato beer sold at Yankee Stadium. This project involved analyzing over forty physical plant samples of the Gelato strain to perfectly recreate its unique flavor profile using botanical terpenes.
While the logistics of large-scale strain-specific production remain challenging, Abstrax Hops’ ability to utilize iconic strains and collaborate with established brands presents a unique opportunity for brewers to navigate the evolving landscape of THC-infused beverages.
Are Terpene Drinks an Alternative To Getting You High?
Abstrax Tech has led extensive research on terpenes’ effects, challenging the notion of whether they can induce a “high.” Hunsinger confidently asserts that terpenes interact independently with the human endocannabinoid system, influencing mood and emotions. And smell is closely related to memory. They have also developed mood modulation formulas based on user experience data. These formulas attempt to link specific terpene profiles to targeted emotional responses. Their approach utilizes machine learning to analyze millions of user-submitted experiences associated with various cannabis strains containing different terpene levels.
Hunsinger names Day Trip as one of his absolute favorite terpene-based drinks and claims they have been at the forefront of exploring the potential of terpenes in beverages in this space. Right behind them is Little Saints, another brand pushing boundaries. They recognized the potential of terpenes and other non-psychoactive elements of cannabis to enhance flavor and functionality in beverages. Their popular products make Day Trip and Little Saints pioneers in the terpene-based beverage space.
In collaboration with San Diego-based brewer Belching Beaver, Abstrax Hops introduced Tropical Terps, an experimental IPA that achieved a significant milestone by clinching a gold medal at the prestigious Great American Beer Festival. Another client, Mountains Walking Brewery from Bozeman, Montana, pulled in a silver medal, the highest honor, for their exceptional experimental IPA at the World Brewing Congress. These accolades underscore the growing consumer enthusiasm for the unique fusion of flavors found at the intersection of cannabis and beer.
Currently, substantial scientific evidence is lacking to definitively conclude that terpenes alone can produce intoxication without the presence of cannabinoids like THC. Isolating the impact of terpenes is challenging, making it difficult to pinpoint their exact contribution to the overall experience. Their potential influence on mood and flavor remains an area of ongoing research but could hold relevance for R&D and advances in health and wellness once we know more.
Looking ahead, Abstrax Hops is shifting focus to the exciting venture of canned cocktails and will continue to push the boundaries of innovation in cannabis extraction.
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