Many Americans are making the switch to cannabis, new study indicates.

The growing acceptance of marijuana has opened up consumer opportunities for the 420 holiday.

DENVER - You’ve likely heard of a wine sommelier, but what about a cannabis sommelier? It’s a real thing.

The stereotype of the cannabis consumer is a young guy with long hair and for extra points a tie-dye shirt. The reality is that a majority of cannabis consumers are professionals and steady customers for the dispensaries.

While basement chemists and chefs continue to elaborate on edibles, the market is looking toward “drinkables” as the next frontier in catching a high.