Cannabis: The Uncertain Path from Agricultural Commodity to Luxury Consumable

Abstract

Widespread legalization is turning cannabis into big business. As cultivation, manufacturing, and retail sales expand in size and sophistication, the industry appears to be evolving into a commodity market. This paper reviews the state of cannabis with respect to factors that contribute to the success of other luxury consumables such as wine and perfume. While many of these factors are available to cannabis, they exist in only rudimentary form today. Certain features of cannabis culture that present obstacles to the development of a luxury ethos are also discussed.

Keywords:

• Cannabis
• consumable
• terroir
• aroma
• sensory

Acknowledgments

The author thanks Tristin Thompson for providing insight and references regarding measurement of cannabis intoxication.

Notes

1 In her analysis of the printer and book publisher Steidl, Serdari (2015) places the company’s success in the historical and cultural context of German science and engineering, especially with respect to cameras, printing, and print making. “In other words, Steidl’s heritage is much longer than the 43 years since the company’s founding and much deeper than book publishing alone.”

2 Food and Wine Trails 2019.

3 SB 67 allows growers to claim a county, city, or city and country appellation as long as 100% of their crop is grown within the designated boundaries. It also permits the creation of special appellations, e.g., “Emerald Triangle”. The law also requires that appellation cannabis be planted “in the ground in the canopy area” and specifically excludes crops grown in greenhouses or with artificial light (Section 26063(c)).

4 https://coolhunting.com/culture/gossamer-magazine-launches-cannabinoid-rich-tinctures/

5 Coffee Taster’s Flavor Wheel (2017); International Tea Masters Association 2019; American Society of Brewing Chemists, n.d.

6 A classic example is the Haarmann & Reimer Genealogy for Feminine Fragrances (2002) in which, for example, the Floral category is subdivided into Green, Fruity, Fresh, Floral, Aldehydic, and Sweet, and individual perfumes are listed chronologically within each subtype.

7 Gilbert and DiVerdi (2019).

8 Many measures of cannabis intoxication use indirect assays, such as effects on motor control and attention; others involve direct rating of the “high”. See Zuurman et al. 2008 and Quinn et al. 2017.

9 See, for example, Toptender.com (“a training and education platform built to engage the cannabis industry”) and Ganjier.com (“Creating an entirely new class of cannabis professional”).

10 Celebrity perfumes can be distinguished from designer fragrances. The latter are a natural crossover between creative modalities. The first designer scents were produced by the great rivals Else Schiaparelli (Shocking! in 1936) and Coco Chanel (Chanel No. 5 in 1921). Contemporary designer fragrances began with Yves Saint Laurent (Y in 1964) and Paco Rabanne (Calandre in 1969).

11 https://veritascannabis.com/about

12 See Serdari (2020), chapter 11.

13 For example, the cross between LA Confidential and G13 Haze is named Connie Chung (Rahn, et al. 2016).

Additional information

Notes on contributors

Avery N. Gilbert

Avery N. Gilbert, Ph.D. is the Founder of Headspace Sensory LLC in Fort Collins, Colorado. He researches consumer perceptions of cannabis and consults on the development and marketing of cannabis-related products including foods and beverages.