Legal pot may reshape wine sales across the country as professionals, particularly women seeking to cut calories, set down their wine glasses and switch to cannabis, concludes a new analysis by one of Europe’s biggest banks.

The new Rabobank analysis suggests women who have avoided illegal marijuana are likely to begin consuming pot more consistently once it’s legalized. The analysis specifically highlights professional women looking to relax after work without consuming calories from a glass or two of wine.

According to Steve Rannekleiv, Rabobank’s global beverages strategist, “It’s the people who are the more educated, more affluent, they are saying ‘if it’s legalized, I’ll give it a try.’ And that’s definitely the demographic of the wine consumer.”

John Kagia, the executive vice president of industry analytics at cannabis analytics firm New Frontier Data, said the overall alcohol industry has little to fear from legal pot in the near future, although he agreed with Rabobank’s analysis that the wine industry is ripe for disruption.

Historically, Kagia said, men have tended to use cannabis at rates twice as high as women, but that gap has been narrowing as more and more states legalize marijuana.

See the original article at USA Today