The producer of Samuel Adams beer is entering the cannabis beverages industry alongside Truly Hard Seltzer — a creator of fruit-flavored sparkling drinks.

According to the Boston Beer Co., a subsidiary will be created to act as a hotspot for Canadian research to take place. The hub will also be used to practice product innovation for Samuel Adams cannabis beer and non-alcoholic cannabis beverages.

In an attempt to prepare for the likelihood of cannabis being legalized federally in the near future, a range of pilot cannabis-infused drinks will be developed by the subsidiary, of which will be fronted by Paul Weaver.

Weaver formerly worked for multinational drink and brewing company Molson Coors and early mover in the Canadian cannabis market, Canopy Growth Corp.

About Samuel Adams Beer

Jim Koch launched Sam Adams in 1984 from his very own kitchen. It was at this point that beer lovers were limited to obtaining imported and mass domestic products. With the vision of helping people enjoy their favorite beverage at every opportunity, he sparked the craft beer movement. 

This led to a brand new avenue for the beer industry; one that ignited the creation of millions of new jobs. Koch’s craft beer movement was felt across much of the U.S., where the industry raked in $22.2 billion in sales revenue last year.

A flagship brand of the Boston Beer Company, Samuel Adams was named in honor of the Founding Father of the United States. Adams is believed to have been a brewery who was bequeathed with his father’s brewery on King Street. 

Cannabis beverages concept is piquing the interest of beer companies 

Samuel Adams beer isn’t the only company venturing into the cannabis beverages space. Over the last few years, big-name brands have started dabbling in this up-and-coming sector. For example, Molson and Hexo Corp.  launched a joint venture called Truss Beverage Co. Meanwhile, Constellation Brands Inc. has started funnelling funds into Canopy.

Consumers spent a whopping $3.6 million on cannabis beverages from Ontario-based retailers in the third-quarter of 2020. An additional $555,000 was spent on pot-infused drinks via the provincial cannabis distribution website.

Cannabis-infused beers are created with the cannabinoids, such as CBD (cannabidiol) or THC (tetrahydrocannabinol) in liquid form. This makes the process of absorption much faster. Since the effects of cannabis can be amplified when consumed with alcohol, consumers should practice caution before trying such products.

Since cannabis remains illegal at the federal level, the OLCC (Oregon Liquor Control Commission) recently decided to outlaw CBD-infused alcoholic beverages, including beer.