---
title: "The Substitution Effect: Alcohol & Cannabis"
description: The substitution effect shows us what products consumers use in place of others – we explore how cannabis is being used to substitute alcohol.
image: https://content.brightfieldgroup.com/hubfs/substitution%20effect%20landingpage-09.png
---

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# The Substitution Effect

![Substitution effect header-09](https://content.brightfieldgroup.com/hs-fs/hubfs/Substitution%20effect%20header-09.png?width=600&name=Substitution%20effect%20header-09.png)

 

Millions of consumers across the country have legal access to both alcohol and cannabis. When a state adopts recreational cannabis laws, do cannabis consumers change their habits around alcohol and cannabis?

**After reading our insights, you'll be able to answer...**

- Which cannabis consumers drink less alcohol after legalization?
- What alcohol consumers are most likely to use less alcohol after legalization?
- How has reported use of alcohol in bars/nightclubs changed from 2018 to 2019?

![download me 2-11](https://content.brightfieldgroup.com/hs-fs/hubfs/download%20me%202-11.png?width=600&name=download%20me%202-11.png)

 

## Insert your brand into any cannabis and alcohol occasion.

As more consumers enter the cannabis market, their behaviors, demographics, and lifestyles become more complex - including when and where they use different kinds of alcohol. Understand them on a deeper level with our social-integrated consumer insights.

[![View the Cannabis Consumer Insights Portal](https://no-cache.hubspot.com/cta/default/3989871/d3817540-543d-4981-a622-c1cfea65a041.png)](https://cta-redirect.hubspot.com/cta/redirect/3989871/d3817540-543d-4981-a622-c1cfea65a041)

![image of Brightfield's Cannabis Consumer portal showing the Substitution effect tab](https://content.brightfieldgroup.com/hubfs/Screen%20Shot%202020-03-09%20at%2010.46.57%20AM.png "image of Brightfield's Cannabis Consumer portal showing the Substitution effect tab")

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