Coca-Cola is studying the development of marijuana-infused beverages.

Coca-Cola is studying the development of marijuana-infused beverages.

The Coca-Cola Company has confirmed in a statement its interest in the marijuana infusions market and is holding talks with Aurora Cannabis Inc., a Canadian company licensed to produce marijuana.

“We are closely monitoring the growth of non-psychoactive CBD as an ingredient in functional wellness beverages around the world,” said Kent Landers, a spokesperson for the Coca-Cola Company.

Drink containing CBD, the non-psychoactive component of marijuana

The new beverage would be developed with cannabidiol (CBD) and designed to relieve pain, inflammation, or cramps. Unlike THC (tetrahydrocannabinol), CBD is a non-psychoactive component of marijuana and is legal in many countries.

According to BNN Bloomberg, a financial news channel specializing in economic information, which published the talks between the two companies, there is no guarantee that the deal will go ahead. However, Aurora Cannabis Inc.'s shares rose 221% to 32%.

Coca-Cola is pursuing a strategy to diversify its beverage offerings, as evidenced last March when it announced the launch of its first alcoholic soft drink in Japan and its recent collaboration agreement with Bodyarmor, a company specializing in sports drinks. A partnership between Coca-Cola and Aurora Cannabis would mark the first entry of a major non-alcoholic beverage manufacturer into the cannabis-related products market.

The marijuana industry has been attracting large companies for some time now, ever since Canada and several US states, such as California, legalized recreational use of the drug. On October 17, marijuana will be legal in Canada after both houses of Parliament approved its recreational use. But US companies remain cautious and hesitant to enter a business that is illegal under federal law.

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