In a crowded beer marketplace, a quality product, vivid packaging or an active social media presence often are not enough for a company to capture consumers’ attention. Now more than ever, both established companies and early-stage craft breweries are turning to new technology to help them cut through the noise.

In a webinar entitled “Cannabis Legalisation: How It Will Disrupt the Future” hosted by market research company Euromonitor International last Thursday, Shane MacGuill, head of tobacco research, and Spiros Malandrakis, head of alcoholic drinks research, looked at several ways in which cannabis will likely disrupt the tobacco and alcohol industries.