Imagine all the Instagram photos. Imagine all those new hashtags (no pun intended).

A carefully placed pre-rolled joint next to a latte with a heart drawn in the foam, an iridescent glass pipe freshly filled held out at arm’s length with a mountain and a sunset at the horizon, and different strains or arrays of edibles displayed next to their branded packaging.

Weed: “It’s the new craft beer,” according to former marketing exec for Anheuser-Busch, makers of Budweiser beer, Chris Burggraeve.

Since leaving his position as Chief Marketing Officer, Burggraeve has begun investing in the marijuana industry, recently joining the advisory board of greenRush Group, the San Francisco-based startup that aims to be the “Amazon of weed” as the largest technology platform in the cannabis industry.

In addition to greenRush, Burggraeve also co-founded Toast, a company that makes luxury pre-rolled joints.

Research firm Cowen and Company released their findings last year that in legalized states such as Washington, Colorado, and Oregon, people have begun laying off the sauce as beer sales took a noticeable dip below the national average. According to a Gallup poll released last month, 64 percent of the U.S. population now wants to lift the federal ban on marijuana.

It was only a matter of time before those in the alcohol industry began to take notice. Just last month, Constellation Brands, the beer distributor who owns Corona and Svedka vodka, bought a 9.9 percent stake in Canopy Growth Corporation, an acquisition in anticipation of nationwide legalization of marijuana in the U.S.

Big companies like Amazon, however, have shied away from taking such leaps in the industry due to the current federal ban.

“This is one of the fastest-growing categories globally,” Burggraeve told Bloomberg. “When consumers want something, you ignore it at your peril,” also noting that in order for booze companies to stay relevant in some fashion, they will have to conform to cannabis, whether they want to or not.

“The same way that craft beer started and, for the longest time, was ignored and then exploded, there’s no reason why the same thing wouldn’t happen in this space,” Burggraeve added, also noting that his colleagues should follow suit lest be left in the dust. “There will be part supplementing and part complementing. The jury is out on how and where that will happen.”