5 internet article

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Article Summary and Opinion on Its Relevance
Berke addresses the intention of large beverage companies to manufacture marijuana-infused beverages. Coca-Cola has an impending deal while Constellation Brands capitalized $4billion in Canopy Growth to facilitate cultivation of marijuana in readiness for production. Berke notes that Lagunitas has developed infused sparkling water while Molson Coors is set to enter a joint ventured with Canadian companies to produce and sell marijuana-infused beer. The article covers the increasing interests of manufacturers to exploit the growing population of marijuana consumers in countries where governments have legalized recreational marijuana.
The article is relevant because it shows the capability of established brands to tap into the emerging but controversial trends. Molson Coors, Constellation Brands, Heineken, and Coca-Cola have maintained a large market share with their current consumers. However, the companies are willing to challenge the conventional values to exploit the ever-growing marijuana market. Tapping the demand of the consumers of legal marijuana is a strategic effort that should position the beverage production giants in line with the diverse needs in the market. Moreover, the article shows that firms are spreading the risk by pursuing joint ventures or strategic acquisitions with cultivators as opposed to developing exclusive product lines for marijuana-infused products on their own.

The article is appropriate because it demonstrates the effort by renowned brands to sustain a balance between financial obligations and meeting the dynamic preferences of young consumer groups. Berke reports that Molson Coors and Heineken have financial motives besides taking advantage of expanding marijuana markets. The firms are aiming to revive their declining beer sales. Selling THC-infused products should help the companies sustain their market while helping consumers to enjoy the therapeutic benefits of marijuana. However, the article presents the contentious decision of pursuing both financial and consumer-oriented motives with a product line whose market is limited to Canada.

Work Cited
Berke, Jeremy. “Beverage Giants Like Heineken And Constellation Brands Are Duking It Out In The Billion-Dollar Market For Marijuana-Infused Drinks.” Business Insider. N.p., 2018. Web. 18 Sept. 2018 <https://www.businessinsider.com/molson-heineken-constellation-dive-into-marijuana-beverages-2018-8>