The subsidiary will help the company develop and pilot pot drinks ahead of the possible federal legalization of cannabis in the U.S. and other countries.
Boston Beer says the subsidiary will be led by Paul Weaver, who previously worked for Canopy Growth Corp. and Molson Coors.
Beer companies have become increasingly interested in cannabis beverages in recent years with Molson and Hexo Corp. starting a joint venture called Truss Beverage Co. and Constellation Brands Inc. investing in Canopy.
In the third-quarter of 2020, Ontario consumers bought $3.6 million in cannabis beverages from retailers and $555,000 through the provincial pot distribution website.
This report by The Canadian Press was first published May 17, 2021
At the moment, lemonade seems to be the darling of the hard seltzer set.
“Historically, if you look across FMBs, citrus is a winning flavor,” says Danelle Kosmal of flavored malt beverages (FMBs), the category that includes hard seltzer. Kosmal is the vice president of beverage alcohol at NielsenIQ, which tracks alcohol sales. “You see a lot of growth in terms of flavors, and lemonade sits with that profile. It’s an iconic taste, too. Something everyone is familiar with.”
Hard seltzers are made generally by fermenting sugar water, where most traditional FMBs are fermented on a malt or grain base. Over the last several years, as hard seltzer sales have soared, beverage makers continually look for new flavors with broad appeal. Lemonade is a natural fit.
Samuel Adams-maker to launch cannabis beverages subsidiary in Canada
Master brewer Bob Cannon, of the Samuel Adams Boston Brewery, pours a pitcher of their 80-Miles of Helles beer, which is made using water from Boston s Charles River, Thursday, Sept. 15, 2016, in Boston. The maker of Samuel Adams beer is moving into the Canadian cannabis beverages market. THE CANADIAN PRESS/AP/Charles Krupa May 17, 2021 - 11:01 AM
BOSTON - The maker of Samuel Adams beer and Truly Hard seltzer is moving into Canada s cannabis beverages market.
The Boston Beer Co. says it will create a subsidiary to serve as a Canadian research and innovation hub for non-alcoholic?cannabis beverages.
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