In US states where cannabidiol is legal, some luxury hotels are offering CBD-infused items including cocktails, desserts and massages. The venues are tapping into the compound's reputation for being a relaxant, while using the items to promote their own luxury services and on-trendness.

RUNA is a natural energy drink that blends social responsibility with organic products. The idea of “clean and conscious energy” appeals to ‘always on’ US consumers who are looking for a boost without dirtying their ethics or spiking their daily sugar intake.

As the legalization movement has destigmatized marijuana use across the US, weed-centric start-ups, lifestyle brands, and media companies have flourished. And while cannabis culture is nothing new, the modern iteration of it, which incorporates health and a high-end aesthetic, certainly is.

Coca-Cola has signaled its interest in the emerging market for CBD-infused beverages, saying it may be investing in a Canadian cannabis brand in the near future. The potential move could cater to those turning their backs on sugared drinks, in favor of healthier alternatives.