'California Sober' for the Holidays

Bloomberg

Watch 'California Sober' for the Holidays - Bloomberg on Dailymotion

Transcript

00:00More Americans are opting for a different kind of buzz this holiday season.

00:04As state laws around cannabis and other drugs have eased up,

00:08it's spread into everything, including the holiday dinner table.

00:12It's more accepted. It is becoming more normalized.

00:15Cannabis' newfound place at family functions speaks to how far the category has come.

00:21The move fits the lifestyle of people who describe themselves as California sober,

00:26abstaining from or barely touching alcohol but open to substances like cannabis or psilocybin.

00:32Alcohol consumption has fallen to its lowest level in decades, according to a recent Gallup poll.

00:38Over half of respondents to a recent Bloomberg Intelligence survey said they now substitute cannabis for alcohol at least weekly.

00:45That might take the form of gummies, extracts, and even infused seltzers.

00:51Cannabis on Thanksgiving is a quiet tradition for some.

00:58The day before Thanksgiving is the second biggest sales day of the year for the U.S. legal cannabis industry,

01:04behind only April 20th, or 4-20, which is the de facto holiday for cannabis celebration.

01:09The industry was valued at just over $30 billion last year, according to industry estimates.

01:14The Cannabis Market Tracker, BDSA, forecasts growth in the total market this year of 4% to $31.6 billion.

01:23It expects the market to reach $39.1 billion by 2029.

01:28For the big Thanksgiving meal, some chefs are getting experimental.

01:33Miguel Trinidad, a New York-based chef and founder of the Cannabis Dining Club 99th Floor, is infusing THC into his Thanksgiving menu.

01:42Our mission statement at 99th Floor is to destigmatize cannabis through the language of food.

01:48The way I do that is by micro-infusions.

01:51What I'm making today is going to be a rack of lamb.

01:54Trinidad infuses lamb fat and clarified butter with cannabis flour before sealing and cooking the lamb sous vide,

02:01a slow water bath method that keeps the meat tender and evenly cooked.

02:06He then finishes it off in a scalding hot pan.

02:09So here you have it, the infused rack of lamb.

02:12It's 5 milligrams of THC.

02:15Over the course of time that I've been doing 99th Floor, things have changed.

02:21There's a lot of people that are coming out of the cannabis closet.

02:24It's something that's becoming normalized, and people are starting to understand the respect of one.

02:29While a few dozen states have legalized cannabis, it's still considered a Schedule 1 drug,

02:35putting it in the same category as heroin and LSD.

02:40Uncertainty at the federal level looms large, limiting access to banking, investment, and broader legitimacy.

02:47In August, President Donald Trump said he was considering reclassifying cannabis as a less dangerous drug.

02:53But no announcement has followed.

02:56The divide between state legalization and federal prohibition remains one of the biggest hurdles for an industry still finding its footing.

03:03In the meantime, the cultural shift is making its way into some holiday dinners.

03:08We'll see you next time.

03:09Bye.

03:10Bye.

03:11Bye.

03:12Bye.

03:13Bye.

03:14Bye.

03:15Bye.

03:16Bye.

03:17Bye.

03:18Bye.

03:19Bye.

03:20Bye.

03:21Bye.

03:22Bye.

03:23Bye.

03:24Bye.

03:25Bye.

03:26Bye.

03:27Bye.

03:28Bye.

03:29Bye.

03:30Bye.

03:31Bye.

03:32Bye.

03:33Bye.

03:34Bye.

03:35Bye.

03:36Bye.

03:37Bye.

Category

Transcript

Be the first to comment

Recommended