The craft beer industry survives for at least two reasons. First, consumers are willing to pay more for beer that is unique, locally-produced and, often, higher in quality. Second, government regulations empower small-scale breweries and give them fair access to the marketplace.

On both counts, parallels with the cannabis industry are striking. As the legal market for cannabis matures, so do consumer preferences. Quality standards have risen, ands. Consumers are showing a preference for high-quality, sustainably produced cannabis. These days, it’s not uncommon for a marijuana dispensary employee to talk about strains the way a sommelier talks about wines.