The maker of Samuel Adams beer is expanding into cannabis-infused beverages.
On Friday, May 14, the Boston Beer Company (BBC) announced it is establishing a Canadian subsidiary as a “dedicated research and innovation hub” to focus on non-alcoholic cannabis beverages.
According to the BBC, the new subsidiary will allow the company to develop and pilot unique cannabis beverages as the world’s cannabis regulations continue to evolve.
“Our mission since day one has been to offer drinkers the highest quality, best tasting products, and they continue to seek new options,” says Boston Beer CEO Dave Burwick. “Innovation is core to what we do, beginning with craft beer, then hard cider, hard iced tea, and now Truly Hard Seltzer. We believe non-alcoholic beverages could represent a new frontier of innovation and want to be ready for future opportunities in the US.”
BBC says it hopes to continue its industry-leading track record of innovation in the growing cannabis industry.
To lead the new research hub in Canada’s federally regulated market, BBC hired industry veteran Paul Weaver.
Weaver says that the new venture is only the beginning of the company’s journey and will require a continuous commitment to learning.
“Boston Beer’s reputation for quality is unrivaled, and the same sensibilities that drive development in beer ring true in cannabis beverages,” says Weaver. “Quality ingredients and craftsmanship make quality products, and our success begins with respecting the plant and respecting the growers…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.”