Marijuana is growing up. As Colorado and Washington’s recreational marijuana industries blossom and new markets in Oregon and Alaska begin to take shape, so-called ganjapreneurs are looking for ways to take cannabis mainstream. Before long, they hope, marijuana products will be as widely available as alcohol — and just as socially acceptable.

“Ideally, I would like to see the 21-to-35 year-old taking a four-pack of these to a barbecue,” Joe Hodas, chief marketing director for the marijuana product manufacturer Dixie, said earlier this year of the company’s new watermelon cream-flavored “elixir,” Dixie One. The drink contains five milligrams of THC — just enough to produce a subtle buzz.

“This is a full experience in a bottle, much like beer,” Hodas said. “Sometimes they’ll want a beer, sometimes they’ll want two or three beers. This sort of affords you that calibration.”

Read more: Marijuana Industry Sets Its Sights On The Mainstream | Huffington Post