Brand building against the largest beer and beverage companies with Michael Hayford, CEO of Lighthouse Strategies. This episode we learn about a company that has placed itself firmly in a race for large-scale brand building against the largest beer and beverage companies in the world. A report from Zenith Global stated that Americans spent $89 million on cannabis beverages in 2018. That same report estimated the U.S. cannabis-infused drink market would grow to $1.4 billion by 2024. As for the international potential, a report published in February from Zion Market Research valued the global cannabis beverage market at $1.6 billion in 2018 and estimated that it would generate $4.46 billion by 2025.