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Diageo executive resurfaces with cannabis company Trait Biosciences

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Former senior Diageo executive Peter McDonough has joined the board of Trait Biosciences, a Toronto-based bio-technology company operating in the nascent cannabis industry.

Peter McDonough spent nine years at Diageo

Peter McDonough spent nine years at Diageo

McDonough, who has more than 30 years' experience in consumer brands and marketing, served as chief marketing & innovation officer for Diageo North America during a nine-year stint with the company. Since leaving in August 2015, he has worked as a consultant to start-ups and craft beer and spirits companies.

Trait describes its technologies as "breakthroughs" in developing cannabinoids with improved onset, taste, stability and bioavailability, improving predictability and enhancing the consumer experience of cannabis beverages and edibles.

"Trait's mission is to develop technologies that ensure consumers will have a safe, reliable, enjoyable and predictable experience each time they use a cannabis or hemp product," said Trait CEO Joseph del Moral. "Our water-soluble conversion process promises to deliver that experience.

"As a recognised leader in the alcohol, beverages and consumer products industries, Peter's experience, wisdom and voice will help ensure that our technologies have the greatest reach and impact on the industry."

Diageo was linked to a move into cannabis in Canada earlier this year, when reports claimed the group is in talks with "at least" three different cannabis-producing companies in the country. The group declined to comment on the reports.

What brewers need to be aware of before stepping into cannabis - Click here for a just-drinks comment


Sectors: Beer & cider, Cannabis

Companies: Diageo

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