Molson Coors, the gigantic, multi-national beer corporation, has moved into the cannabis business, partnering with Canadian cannabis company, Hydropothecary. The cooperation between the two businesses will begin producing a non-alcoholic, cannabis-infused beverage for the Canadian market, it’s a move that echoes both Southern Glazer’s move into the Canadian cannabis market with Aphria earlier this spring, and Heineken-owned Lagunitas’ production of an NA cannabis-infused drink for the California market.

For both Molson Coors and Hydropothecary, it’s a no-brainer of a move. Molson, with its massive production and brewing facilities in Colorado and Canada, now has clear, practically inherent, advantages: ready-made production and distribution in a legalized state (Colorado), as well as ready-made production and distribution within Canada, once the country goes fully legal in October of this year. While Canadian officials have not given the green-light to rendered consumable cannabis products, such as infused beverages, this move (and general scuttlebutt) suggests that that move by the Canadian government is more a matter of not “if,” but “when.”

For Hydropothecary the benefits are similarly obvious. “They’re bringing capability as a Fortune 300 company that quite frankly no cannabis company even comes close to replicating,” Hydropothecary’s CEO Sebastien St. Louis explained to Bloomberg. And he’s right, practically no plant-touching business today has the branding, sales, cash and power that Hydropothecary now has with this partnership. But hey, that’s what happens when a Fortune 300 company decides to partner up with you.

With consumer tastes shifting towards edibles and other products, many investors and industry insiders anticipate that infused beverages will be a part of this expanding trend of not-so-traditional highs. And this is a trend-setting move to be certain. While the wine and beer industries have more and more readily embraced cannabis, and its market value/potential, it’s also a possible salve to slowing beer sales for not only Molson Coors, but the beer market at-large. Beyond a salve, it may be a hedge against continuing slower/diminishing sales of beer and other spirits within states where cannabis has been legalized. More than anything? It’s yet another strong indicator of the future not only being female, but also being green.