Boston Beer Company, the company behind Sam Adams beer and a major player in the hard seltzer market, is planting a flag north of the border with a new subsidiary devoted to developing cannabis drinks.
(We can’t help but wonder if they’re bringing their cousin from Boston with them…)
Infused innovation for the US market
Canada’s legal regime will allow the company to research, develop and pilot new products as legislators hammer out plans for federal legalization south of the border and beyond.
CEO Dave Burwick said cannabis is the natural next step for the company, which is known for creating one of the world’s first craft beer brands with Sam Adams in 1984.
“Innovation is core to what we do, beginning with craft beer, then hard cider, hard iced tea, and now Truly Hard Seltzer,” he said in a statement. “We believe non-alcoholic cannabis beverages could represent a new frontier of innovation and want to be ready for future opportunities in the US.”
Former Canopy director tapped to lead
Paul Weaver, who is the former director of innovation at Canopy Growth and spent six years at Molson Coors, is heading up the new division, according to Food Dive.
“This is just the beginning of our journey and, like any craft, requires a continuous commitment to learning,” he said in a statement. “We know cannabis is new for many of our drinkers and they deserve the best, which is why we’re taking the time to do this right.”