The cannabinoid beverage industry is poised for 50% growth over the next five years as local entrepreneurs, multinational tobacco, beer and beverage companies, and investors launch one innovative THC/CBD infused beverage after the other. Yet product novelty alone is not sufficient to guarantee success. Brand owners are finding that, in an increasingly crowded space, product differentiation is critical. They are also learning that consumer trust is built on managing shelf-life, to deliver a predictable & consistent potency for a satisfying experience every time.