# Substance Response Cannabis and alcohol brands pivot in light of the COVID-19 pandemic. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 31, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/substance-response ## Key Figures - Trend score: 4.9/10 - Evidence articles: 4 ## What is the Substance Response trend? **Substance Response:** When it comes to their offerings and how they market their products, brands in the cannabis and alcohol industries are shifting gears in response to changed lifestyles and needs amidst the COVID-19 pandemic. Whether offering drive-thru pick-ups or virtual tastings, these brands are hoping to keep their products accessible in uncertain times. ## The consumer insight behind the Substance Response trend Now that non-essential workers across North America are being asked to stay at home, the shock of a completely new reality that's descended upon them so quickly has set in. People affected by the crisis are trying to keep a sense of normality despite their lives being upended. Thus, they're looking for ways to adjust their routines so that they're still maintaining some type of normalcy, despite being at home most of the time. This has extended to everything from professional routines to entertainment-based ones. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 21 to Mar 31, 2020 - Published: Mar 31, 2020 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Substance Response trend ### Adaptable Product Offerings Brands in the cannabis and alcohol industries are offering virtual tastings and drive-thru pick-ups to keep their products accessible in uncertain times. ### Integration of CBD into Traditional Products Hatter's Hemp Tea and other similar products are catering to the demand for CBD in the wellness community by integrating it into traditional products such as tea. ### Virtual Experiences ACME Fine Wines is facilitating virtual wine tastings to connect with customers from a distance and offer safe experiences during the pandemic. ## What the Substance Response trend means for industry ### For Food and Beverage Cannabis and alcohol brands are adapting their product offerings in response to changing consumer needs during the pandemic. ### For Wellness and Healthcare CBD-infused products like Hatter's Hemp Tea are catering to the wellness community's changing needs and preferences. ### For E-commerce and Retail Virtual experiences like ACME Fine Wines' virtual wine tastings are becoming increasingly important in the age of social distancing. ## Workshop question How is your brand shifting gears to best support its customers in uncertain times? ## Trend signals for Substance Response Trend score 4.9 out of 10, from popularity 75%, activity 63%, freshness 9%. - Popularity: 75% - Activity: 63% - Freshness: 9% ## Examples of the Substance Response trend 4 featured examples from Mar 21 to Mar 31, 2020. - [Cannabis Dispensary Drive-Thrus](https://www.trendhunter.com/trends/dispensary-drivethru): Mana Supply Co.'s Drive-Thru Encourages Safe Deliveries (Category: Lifestyle) Implication: Cannabis dispensaries can adopt innovative models such as drive-thrus, digital payments, and online ordering and delivery platforms to cater to the needs of medical cannabis patie… - [Relaxing CBD-Rich Teas](https://www.trendhunter.com/trends/hatters-hemp-tea): Hatter’s Hemp Tea Helps Provide Tranquility to Stressed Out Sippers (Category: Marketing) Implication: The beverage industry can explore the incorporation of CBD into their product offerings, expanding their portfolio to cater to the growing demand for CBD-infused beverages. - [Virtual Wine Tastings](https://www.trendhunter.com/trends/virtual-tasting): ACME Fine Wines is Holding By-Appointment-Only Virtual Tastings (Category: Lifestyle) Implication: Wine producers, distributors, and retailers can explore virtual tastings and online sales to engage with customers and adapt to changing consumer behaviors. - [Alcoholic Restaurant Takeout Updates](https://www.trendhunter.com/trends/order-alcohol-1): Ontario Users Can Now Order Alcohol with Their Food Takeout (Category: Lifestyle) Implication: The food delivery industry can capitalize on the trend of alcohol takeout by expanding their services to include alcohol options and promoting collaboration with local bars and re… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)