Booze-free CBD beers go on sale in Ireland

A Canadian firm that sells non-alcoholic CBD beers has signed a deal to distribute across Ireland.

Province Brands of Canada has appointed premium drinks distributor Barry & Fitzwilliam as an exclusive distribution partner.

Barry & Fitzwilliam secured the deal following a competitive tender process, reports Food For Thought. It is Province’s first move into the European market.

Province Brands of Canada has developed a first of its kind CBD-infused non-alcoholic beverage aimed at the premium market.

The company, based in Cambridge Bay, Nunavut, brews beers using cannabis stems and stalks left over from the processing of recreational cannabis in Canada.

“Province Brands of Canada is very excited to be working with the fine team at Barry & Fitzwilliam to bring the first nationally available CBD beer to the Irish consumer,” said Dooma Wendschuh, CEO and co-founder.

“To be preparing to bring our first beers to Ireland and to be entering the European market is a breakthrough step for Province Brands of Canada and our approach to research, development, and innovation.”

Michael Barry, MD of Barry & Fitzwilliam, said: “Barry & Fitzwilliam is delighted with our new association with Province Brands of Canada.

“Province Brands is at the leading edge of CBD-infused and other cannabis powered beverages internationally and we are excited to be at the forefront with them in Ireland.”

Barry & Fitzwilliam is expected to begin distributing the products nationwide from February 2020.

CBD drinks have been flagged as an alternative revenue stream to alcohol for the service industry as younger people turn away from booze.