The world-renowned soft drink manufacturer is planning to delve into the cannabis market, reports say. Multiple sources say the Coca-Cola is in major talks with Aurora Cannabis, Canada’s third-largest pot company about creating a non-psychoactive Cannabis infused beverage.

According to sources, the endgame of Coca-Cola is not to create a drink that will get people high, instead, the Atlanta based company is looking into the Cannabis market to exploit the substance found in Marijuana that can help create healthy beverages.

“We have no interest in marijuana or cannabis. Along with many others in the beverage industry. We are closely watching the growth of non-psychoactive CBD as an ingredient in functional wellness beverages around the world,” Coca-Cola spokesman Kent Landers said in an emailed statement to Bloomberg News. “The space is evolving quickly. No decisions have been made at this time.” With the spokesman refusing to give anything away on reports linking the company with Aurora.

Despite Coca-Cola non-committal, those with inside knowledge of the deal are not backing down on their claim. With one source going as far as to say that talks are at “advanced” stage already.

Already, the talk of Coca-Cola, the world’s largest beverage maker delving into the pot market has naturally created a buzz. And none other but Aurora is feeling that buzz the most, with its shares gaining nearly 16%.

“Aurora has expressed specific interest in the infused-beverage space, and we intend to enter that market,” Aurora spokeswoman Heather MacGregor said Monday. “There is so much happening in this area right now and we think it has incredible potential.”

Market experts believe the news linking Coca-Cola with Canadian Aurora is no coincidence, with Canada on the verge of legalizing the use of recreational marijuana.

A partnership between the two companies would mark the first major entry of a leading non-alcoholic drinks maker into the cannabis market. And if it does happen, could change the industry forever.