There's even some evidence, perhaps of questionable quality, but it makes a good story at least, that we may have evolved to prefer alcohol despite its toxicity because it was a reliable source of safe drinking water.
And even newer theories saying it may be related to the smell of ripe fruits leading to some primates getting a better source of energy.
In any case human affinity for alcohol likely goes back very far.
Ease of manufacturing is also a major factor. All you need is sugar, water, yeast (which can come from a multitude of sources), and patience.
With cannabis, all you need is... cannabis. No patience required.
Sugar, historically, has not been available or even cheap.
Sugars are commonplace. If you can make bread, you can make beer.
Making alcohol by fermenting fruits is comparatively much easier, but then again, cultivating and harvesting fruits is a pretty laborious process.
Then actually brewing beer is not that simple.
Even today, with availability of source materials and technology, homebrewing is a rather involved hobby. Same with producing wine that's drinkable.
On the other side, we have literally a weed that needs very little to grow, and requires nearly zero processing.
I really see no comparison here.
The theory that we started making alcohol for food safety/nutrition reasons makes the most sense to me.
Other than cannabis, and maybe psychedelic mushrooms, what candidates are there exactly?
Kava, a beverage made from the roots of the piper methysticum plant, is broadly similar to alcohol, but milder, more sedate, non-addictive, non-toxic, and legal almost everywhere in the world. It's expensive though (only grows in the tropics), tastes like dirt-water, and takes a bit of work to prepare.
English neuropharmacologist David Nutt has been reportedly working on a synthetic less-toxic alternative to alcohol for years, but it's unsure if anything will ever come of it.
It's not without concerns (tolerance/addiction) but for those who respond well it is incredibly valuable.
Fills the same niche as beer in the night without being beer.
- For one, the most popular brands are a very easy amount of calories to add up per can. White Claw, for instance, has exactly 100 calories per can, so it's very easy to calculate how many calories are consumed per night by counting cans. So it appeals to calorie counters.
- Along the same lines, the carbs in the can are straightforward and easy to count. People doing keto are usually trying to stay under 30g of carbs per day. White Claw again has an easy-to-remember and easy-to-count 2g of carbs per can. So it appeals to carb-watchers.
- It's gluten free, unlike beer. Obvious appeal for people who have some sort of gluten intolerance
Wrap all of the above together and include the fact you mentioned that it functionally works like beer (you buy it in single serve containers in packs, it's relatively low ABV so it won't get you trashed immediately and you can drink it casually and it's served ice cold) but isn't beer from both a taste and feel perspective and it's pretty clear to see why it's really taken off as quickly as it has.
At that point if I were the government, I would look at the current policies and determine if they still made sense. Meanwhile, the actual US customs didn't like that dodge, and apparently wanted imports of it re-classified for tariff purposes. That apparently happened last month.
I’m sure growth is great, but I see it stagnating at a small percentage of the market.
Beer-less alcohol in a can is really skyrocketing. Not sure how 5% food-grade ethanol in carbonated water sells for 50% more than beer, but it is what it is.
All the buzz and less the sugar-rush calories.
Maybe one day we’ll grow up and replace alcohol with better recreational drugs that are more fun, easier to manufacture, better targeted and result in fewer health and social problems.
There’s a bazillion candidates out there.