*By Christian Smith*
Bud might seem like the new brew, with so many beer companies [investing in cannabis](https://cheddar.com/videos/corona-brewer-adds-cannabis-to-its-booze-business-in-4-billion-deal) and making THC-infused beverages. But Heineken's future, like its long history, lies in beer.
"We believe that core growth still remains in the beer category itself," Jonnie Cahill, Heineken USA's chief marketing officer said in an interview with Cheddar. "For sure there will be some overlap between the categories, but we know over time beer is a staple of young people and everybody's life."
Constellation, the company behind Corona and Modelo, announced a $4 billion investment Wednesday in the Canadian cannabis company Canopy Growth. The news excited consumers, but caused a sell-off in Constellation's stock over concerns the beverage conglomerate paid too much for a 38 percent stake in a company valued around $5 billion.
Heineken has its own entrant in the cannabis-beer crossover market. The company has a 50 percent stake in Lagunitas, which launched in June its first cannabis-infused drink, HiFi Hops. It's an alcohol-free beverage that tastes like beer but with the high-flying effects of THC.
No matter the products, Cahill said, Heineken's strategy for reaching new customers remains the same.
"It's about making people smile, improving their weekends, bringing people together, and socializing."
For full interview, [click here] (https://cms.cheddar.com/videos/VmlkZW8tMjIyMTQ=).
AI, BNPL and new digital tools are reshaping holiday shopping. PayPal’s Michelle Gill shares survey insights, tech trends, and tips for smarter spending in 2025
'The Chair Company' blends sharp satire with workplace conspiracy. Lake Bell joins us to talk its corporate themes, quirky characters, and why viewers love it!
It's a tough time for the job market. Amid wider economic uncertainty, some analysts have said that businesses are at a “no-hire, no fire” standstill. At the same time, some sizeable layoffs have continued to pile up — raising worker anxieties across sectors. Some companies have pointed to rising operational costs due to U.S.'s new tariffs, while others have redirected money to artificial intelligence investments. Workers in the public sector have also been hit hard. Federal jobs were cut by the thousands earlier this year. And many workers are now going without pay as the U.S. government shutdown has now dragged on for more than a month.
Nvidia smashes earnings with record-breaking revenue and soaring Blackwell demand as shares slip this morning, Barron’s senior writer Adam Levine unpacks it all
Jeff Wagoner, CEO of Outrigger Hospitality Group, discusses the company’s coral preservation initiatives and sustainable practices at their hotels and resorts.
Dena Jalbert, Head of M&A at Align Advisory, discusses the state of mergers and acquisitions in 2025 and beyond, highlighting key trends and opportunities.
Kim Perell, author and entrepreneur, shares actionable tips and tricks to help current and aspiring entrepreneurs kick off 2026 with confidence and momentum.
