Cannabis lifestyle and CPG company Tilray Brands will acquire the remaining 57.5% equity ownership of cannabis-infused drink brand Truss Beverage Co. from Molson Coors Canada.

The move comes shortly after its chief executive Irwin Simon promised that Tilray was “actively seeking strategic acquisitions in the spirits and beverage industry,” part of a move to diversify the cannabis company’s portfolio.

“In addition to acquiring full and direct ownership of a stable of high-growth brands, this acquisition further strengthens Tilray’s #1 cannabis market share position in Canada and positions the company at the forefront of the adult-use beverage sector,” says Tilray Canada president Blair MacNeil. “We are excited to build upon our leading portfolio of beloved cannabis brands and to further diversify our product offerings while broadening our consumer reach and enhancing consumer’s lives.”

Truss’ Canadian agency is Lifelong Crush, which took on the account after the shop added CCO Christina Yu, who independently held the remit.

THC beverages, Tilray said, present a significant opportunity to engage legal-aged consumers who haven’t explored cannabis as a lifestyle, medical, or functional choice. In Canada, that means 10.6 million potential consumers and a cannabis beverage space worth almost $100 million at retail.

The company added that regulatory shifts are expected to facilitate market entry for beverages, with the possibility of on-tap THC options in restaurants and bars promising substantial growth for this category.

In early August, Tilray acquired several conventional beer and beverage brands including Shock Top and others from Anheuser-Busch in a $85 million USD deal, as well as all associated employees, breweries and brewpubs, to boost its presence as a major craft beer player. The acquisition made the company the 15th largest brewer in the U.S. market, and the fifth largest craft player.

Tilray already owns American microbreweries such as SweetWater Brewing Company, Montauk Brewing Company, and Alpine Beer Company.