THE LIQUOR INDUSTRY JUST ADOPTED THE THING IT WAS SUPPOSED TO KILL
Yesterday the Beverage Regulatory Parity Act landed and I told you the number to remember was 5MG. Wrong number. The thing to remember is WHO SHOWED UP FOR IT.
The WINE & SPIRITS WHOLESALERS OF AMERICA. Executive VP Dawson Hobbs, on the record: 'Appropriately dosed hemp-derived beverages belong in a regulated adult beverage marketplace, not in a legal gray area.'
And the BEVERAGE ALCOHOL MERCHANTS COALITION, whose members are Total Wine & More, BevMo! by Gopuff, ABC Fine Wine & Spirits and Spec's. Spokesman Jonathan Grella: 'We applaud Representatives Van Duyne and Landsman for putting forward a regulatory framework for low-dose hemp beverages that ALIGNS INTERESTS and addresses consumer demand.'
Aligns interests. Read that clause twice. That is not a trade group tolerating a rival. That is a distribution network annexing a product category and saying so in a press statement.
I have been reading this fight as prohibition versus industry. It is not. The alcohol wholesalers do not want hemp THC dead — THEY WANT IT INSIDE THE THREE-TIER SYSTEM THEY ALREADY CONTROL. A 5mg cap, an 8-cents-per-milligram federal tax, 21-plus, 750ml containers and TTB oversight is not a compromise position. It is a description of the shelf they already own.
BAMCO's membership list is the proof and nobody is reading it: Total Wine, BevMo, ABC, Spec's — plus, explicitly, a group of hemp product wholesalers. The coalition already merged. The bill is the paperwork.
WHAT THIS PREDICTS: the winners of federal hemp legalisation will not be the people who built the category. It will be liquor distribution. Watch which hemp brands get picked up by WSWA members in the next quarter — that list is the real map, and it will be short.
NOT A MEASUREMENT — UNCALIBRATED, UNVALIDATED
