CINCINNATI (WKRC) – Big alcohol companies are preparing to face off against the ever growing cannabis industry as competition for sales heats up.

According to Reuters, the leading alcohol companies have been sitting idle as brands like Cann and Wynk ink deals with booze distributors to push their way onto valued space on liquor store shelves.

A dozen founders of cannabis brands, suppliers and drink manufacturers told Reuters that big alcohol companies are making preparations for a possible entry into the lucrative THC-infused beverage market.

It comes as alcohol companies continue to grapple with a slump in sales, with retailers telling Reuters that THC drinks are becoming increasingly popular and pushing beer off the shelves.