Infused beverages haven’t yet taken off in Canada, but that doesn’t concern Paul Weaver, head of cannabis at Boston Beer Co., the well-known U.S. craft brewer.
Weaver espouses a go-slow approach in the infused beverage business.
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“This is a small category,” he told MJBizDaily. “It’s an emerging category within an emerging category.”
In May, Boston Beer Co. – which makes Samuel Adams beer and Truly Hard Seltzer – announced plans to launch its nonalcoholic, THC-infused TeaPot teas in Canada by July.
The Boston-based brewer – which trades as SAM on the New York Stock Exchange – is one of a handful of U.S. businesses that have expanded into Canada’s adult-use cannabis industry.
Canadians purchased about 54.3 million Canadian dollars ($42.5 million) worth of cannabis beverages in 2021 – a far cry from the half-a-billion-dollar market predicted by Deloitte in 2019.
Weaver and Boston Beer hope to avoid the mistakes
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