Half of America Can Buy Weed Legally. The Other Half Is Getting There. – Moby
Once an inside joke among a few stoner teens at a Northern California high school, 4/20 has expanded around the U.S. and Canada as the legal cannabis industry’s foremost commercial holiday, as every brand from edibles companies to KFC and Wingstop gets in on the party with advertisements and deals.
Since 2013, when Colorado and Washington became the first U.S. states to legalize commercial cannabis sales and use, legalization has spread around the country. Despite slowed growth in recent years, half of U.S. adults live in states where they can purchase cannabis legally. And 105 million have access to legal medical cannabis.
And that’s not to mention Canada, which federally legalized cannabis in 2018. Put another way, the vast majority of the biggest, most economically powerful American cities have dispensaries open, including New York City, Chicago, and Los Angeles.
Lawmakers in other states, including Pennsylvania Gov. Josh Shapiro, have called on their legislatures to pass legalization bills. And Virginia’s legal market is set to open next year, though the legislature is still debating the finer points of the regulations.
Texas, for its part, allows THC — the chief psychoactive ingredient in cannabis plants — derived from hemp, though the state still expressly prohibits traditional cannabis retailers. Hemp is defined by the federal government as a cannabis plant that contains less than 0.3% THC, which is a legal distinction, not a scientific one.
Even presidents in both parties support limited cannabis reform. Both President Biden and former President Trump directed federal agencies to reclassify cannabis from the most restrictive Schedule I of the Controlled Substances Act, which includes drugs without accepted medical use like ecstasy and LSD, to the far less restrictive Schedule III, which would open research and perhaps FDA-approved pathways for medical cannabis.
President Trump, for his part, signed an Executive Order directing the Department of Justice and the Drug Enforcement Administration to reclassify, though we’re still awaiting an update months later. President Biden initiated the review way back in 2023, but the gears of drug policy turn slowly in democracy.
Cannabis equities have been depressed lately as companies await reform. Canadian cannabis firms like Tilray (TLRY), Aurora Cannabis (ACB), and Canopy Growth (CGC), have somewhat of a leg-up, with their ability to access premier, liquid exchanges like the Nasdaq and sign international distribution deals, while their American counterparts, like Trulieve (TCNNF) and Curaleaf (CURLF), which trade over-the-counter are often forced to do business with one hand tied behind their back as cannabis still remains federally illegal in the U.S.
Watch movement on federal reclassification, or rescheduling, as the next big catalyst — and whether Pennsylvania and Virginia can get their acts together and open up millions of legal consumers to cannabis.
Tilray (TLRY) — As a Canadian cannabis firm, federal rescheduling in the U.S. would open up a massive new market for potential expansion, partnerships, and increased international distribution opportunities.
Aurora Cannabis (ACB) — Similar to Tilray, this Canadian cannabis firm would benefit from expanded market access and potential U.S. entry following federal reclassification.
Canopy Growth (CGC) — This Canadian cannabis firm, with existing investments from Constellation Brands, stands to gain significantly from U.S. federal reform, enabling broader market penetration and improved financial standing.
Trulieve (TCNNF) — As a U.S. multi-state operator, federal rescheduling would allow access to major stock exchanges, traditional banking services, and potential interstate commerce, significantly reducing operational hurdles and cost of capital.
Curaleaf (CURLF) — Similar to Trulieve, this U.S. multi-state operator would benefit immensely from federal reclassification, gaining access to mainstream financial services and a more favorable regulatory environment.
Green Thumb Industries (GTBIF) — This U.S. multi-state operator would experience substantial benefits from federal rescheduling, including improved access to capital and reduced operational costs.
Cresco Labs (CRLBF) — As a U.S. multi-state operator, federal reform would unlock significant growth opportunities by enabling access to traditional financial markets and potentially interstate commerce.
Verano Holdings (VRNOF) — This U.S. multi-state operator would see a significant positive impact from federal reclassification, leading to improved financial access and a more competitive market position.
GrowGeneration (GRWG) — As a supplier of hydroponic and organic gardening products, increased legalization and market growth in the cannabis industry would boost demand for their cultivation supplies.
Scotts Miracle-Gro (SMG) — Through its Hawthorne Gardening Company subsidiary, this company supplies products to cannabis cultivators and would benefit from expanded legal cannabis markets and increased cultivation activities.
Constellation Brands (STZ) — As an investor in Canopy Growth, this beverage alcohol company would benefit from the improved performance and market expansion of its cannabis investment following U.S. federal reform.
Yum! Brands (YUM) — Parent company of KFC, benefits from increased consumer engagement and sales during 4/20 promotions and general destigmatization of cannabis use.
Wingstop (WING) — Benefits from increased consumer engagement and sales during 4/20 promotions, leveraging the commercial holiday for marketing and customer traffic.
Legal Cannabis Industry — Expansion of legal markets, potential federal rescheduling, and increased consumer access will drive significant growth and profitability.
Pharmaceutical Industry — Potential for FDA-approved medical cannabis pathways opens new research and product development opportunities for pharmaceutical companies.
Retail (Quick Service Restaurants) — Increased consumer traffic and sales during promotional events like 4/20, leveraging cultural trends for marketing.
U.S. — Increased tax revenue from legal sales, job creation in the cannabis industry, and potential for new economic growth sectors.
Canada — Canadian cannabis firms would benefit from potential U.S. market entry and increased international distribution opportunities.
Cannabis — Increased demand and market value due to broader legalization, reduced federal restrictions, and enhanced commercialization.
THC — Increased demand and market value as the primary psychoactive component of cannabis, driven by expanded legal access.
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Johnson & Johnson (JNJ) — While potential for medical cannabis research is positive, the immediate impact on this large, diversified pharmaceutical company is likely minor and long-term, thus neutral in the short-to-medium term.
Pfizer (PFE) — Similar to other major pharmaceutical companies, the potential for FDA-approved medical cannabis pathways represents a long-term opportunity, but the immediate impact is not significant enough to be classified as positive or negative.
Merck (MRK) — The potential for new medical cannabis research and product development is a long-term prospect for this pharmaceutical giant, with no immediate material impact on its core business.
Eli Lilly (LLY) — As a major pharmaceutical company, any impact from cannabis rescheduling on medical research and product development would be long-term and not immediately material to its overall operations.
Banking/Financial Services — While federal rescheduling would be a significant positive, the current state of federal illegality means most major banks remain cautious, leading to a mixed or neutral current impact on the sector as a whole.
Hemp — Already federally legal, so the rescheduling of traditional cannabis has less direct impact, though it might benefit from general destigmatization of cannabis plants.
Illicit Cannabis Market — Reduced demand and market share as legal options expand, become more accessible, and offer regulated, tested products.
Immediate (0 — 7 days) Increased Sales for Cannabis Retailers and QSRs — The 4/20 holiday drives promotional activities and consumer spending in both legal cannabis and related quick-service restaurant sectors, leading to a short-term boost in sales. Confidence: High.
Short-term (1 — 8 weeks) Heightened Investor Speculation in U.S. Cannabis Equities — Anticipation of federal reclassification will likely lead to increased trading volume and price volatility for U.S. multi-state operators as investors position for potential regulatory changes. Confidence: High.
Medium-term (2 — 6 months) Improved Access to Capital and Banking for U.S. Cannabis Companies — If cannabis is rescheduled to Schedule III, U.S. companies would gain access to traditional banking services and potentially major stock exchanges, significantly reducing their cost of capital and operational hurdles. Confidence: Medium.
Long-term (6+ months) Expansion of Medical Cannabis Research and FDA-Approved Products — Reclassification to Schedule III would ease research restrictions, paving the way for more clinical trials and the development of FDA-approved cannabis-derived pharmaceuticals. Confidence: High.
Long-term (6+ months) Increased State and Federal Tax Revenues from Legal Cannabis — Broader state legalization and potential federal reform would expand the taxable market for cannabis, leading to substantial increases in government revenue. Confidence: High.
↑ Cannabis Sales (State-level) — Increased consumer access and commercial holidays like 4/20 directly boost sales volumes in legal markets.
↑ State Tax Revenues — Higher cannabis sales translate directly into increased excise and sales tax collections for states with legal markets.
↑ Cannabis Equities Index (e.g., MSOS ETF) — Anticipation and realization of federal regulatory reform, particularly rescheduling, would significantly boost valuations of publicly traded cannabis companies.
→ Consumer Spending (Discretionary) — While spending on legal cannabis will rise, it may represent a reallocation of existing discretionary income rather than a net increase in overall consumer spending.
↓ Illicit Market Activity — As legal cannabis becomes more accessible and regulated, demand for products from the unregulated, untaxed illicit market is expected to decline.
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