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Cheers!
Why the Future of Cannabis
is Beverages
Or, why we don’t smoke willow bark to fix a headache anymore.
Terry Donnelly
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.
TSXV: BEER
Industry
Overview
-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-
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-
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-
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-
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-
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-
Beverage Co. Cannabis Co. Invested Dollars
$4bn
$200mm
$100mm
JV
Beverage
companies
are
already
creating
cannabis
partnersh
ips that
will
drive
-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-
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-
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-
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-
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-
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
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
Thank you!
Sponsors
Media Partners

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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