With the weather warming and our spirits high, let’s raise a bowlful of something good to this thought: it’s never been a better time to get inebriated. Now, don’t misunderstand me. I’m not saying we’ve earned anything. I’m not offering a toast to a job well done. Rather, I’d like to point out the fact that we’ve really been figuring our substances out, that the market for high-octane intoxicants has never been richer. With the explosion of microbreweries and the recent legalization/decriminalization of recreational marijuana in a handful of states, our culture is positively exuberant over the prospects of getting ripped, and wherever you fall morally in your stance (or your slouch) on such matters, there is no denying that the times, they are a-changin’.
This is, of course, especially true for pot, and a host of questions have opened up in its haze concerning health, sociology, public policy, and economics. These are important and interesting domains, but the real shape of marijuana’s legal future will be determined by what we say about it, by how we envision it fitting into our lives—in short, by how we market it. Well, its marketing has arrived; let’s take a look. . .
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