“let us organize a single malt tasting, or just come to our home to make some Negroni, Mojito, Cuba libre, Pisco sours or Rusty Nails”
That is a typical conversation when organizing a family or friends’ gatherings. It’s fascinating how societal attitudes and legal regulations around substances like
alcohol can change over time. The evolution of alcohol from prohibition to acceptance and even luxury status is a testament to how our culture and
understanding of these substances have transformed.
The prohibition era in the United States, which lasted from 1920 to 1933, made the production, sale, and transportation of alcoholic beverages illegal. During
this time, many people engaged in illegal activities to obtain and consume alcohol. Once prohibition was repealed, alcohol became regulated and eventually
evolved into a diverse and sophisticated industry, with various types of drinks, cocktails, and premium brands. It is important to note that the art of
mixology performed by specialized bartenders helped build brand recognition and identity, fueling the development of global brands that became a topic of
enjoyment and status in many social gatherings.
Making a parallel to cannabis, this new industry shares strict and longer prohibition periods not only in the US but globally. It was criminalized in most of the world during the 20th century, leading to strict regulations and stigmatization. However, in recent years, attitudes toward cannabis have shifted, with many regions
legalizing its use for medicinal, industrial, and even recreational purposes.
Talking about medical conditions or diseases, the therapeutic success much depends on adherence to treatment. In the case of cannabis, the right flavor will make a huge difference. Flavors and aromas come from terpenes, and the right mix will make the prescription more palatable to patients. Like in consumer goods, if the patient likes the flavor, the adherence to treatment is much improved. This fact has opened up opportunities for cannabis enthusiasts to explore its
different strains, genetics, and terpene profiles, similar to the way people discuss wine or cocktails today.
I believe that in the foreseeable future, the emergence of luxury cannabis brands based on terpene customization will be a highlight of this transformation. Terpene customization in the cannabis industry is similar to mixology in the world of cocktails. It involves skillful technicians blending terpenes to create
cannabis products that are tailored to individual preferences, not only enhancing flavor but also potentially improving the overall experience and
therapeutic efficacy.
It’s worth noting that the changing attitudes toward substances like alcohol and cannabis often reflect evolving societal values, scientific research, and economic
considerations. As we move forward, it will be interesting to see how the cannabis industry continues to develop and what new stories and discussions
emerge during family reunions and social gatherings.
The parallel between alcohol’s journey from prohibition to mixology and cannabis’s evolution through terpene customization demonstrates the power of adaptation and innovation in the face of changing times.