Chris Burggraeve has traded his hops for pots.
The former head of marketing for Budweiser has made investments in the marijuana space, which he believes is the future of the adult consumption market. In conversation with the Chicago Tribune, he outlined why he had decided to move away from libations and start working with government-sanctioned pot.
"The same way that craft beer started and, for the longest time, was ignored and then exploded, there's no reason why the same thing wouldn't happen in this space," he told the paper. "There will be part supplementing and part complementing. The jury is out on how and where that will happen."
Burggraeve is now on the advisory board of San Francisco-based startup GreenRush Group. The company has grand plans to become the "Amazon of weed." Just last week they closed out a $3.6 million round of Series A funding.
His involvement comes on the heels of others in or around the adult beverage industry getting a piece of the pot pie. Constellation, which owns Corona and many other brands, invested heavily in Canopy Growth Corp., a Canadian company selling medicinal marijuana products. They have invested in the assumption that America will continue legalizing.
Marijuana is currently legal in eight states and the District of Columbia. In 2016 the industry hit $6 billion in sales. Burggraeve is looking for it to go much... higher.