What happens when one of America’s most iconic beverage companies bets big on cannabis?
In this episode of Free Spirits, Lars and David sit down with Paul Weaver, Head of Cannabis at Boston Beer Company, to explore how the makers of Sam Adams, Twisted Tea, and Truly are building their cannabis beverage division from the ground up in Canada.
Paul shares how his early work in beverage innovation at Molson Coors led to a career-defining pivot into cannabis, and why Boston Beer views functional beverages as both a cultural shift and a smart hedge for the future of the adult beverage industry.
They discuss:
How Boston Beer launched Teapot and Emerald Hour
The regulatory realities of doing business operations in a federally legal cannabis market
Who’s really drinking THC beverages (hint: it’s not who you think)
Why co-manufacturing partnerships matter more than ever
What U.S. brands can learn from Canada’s R&D advantage
Plus, Paul offers a behind-the-scenes look at innovation culture, consumer feedback, beverage formulation, and what might trigger a Boston Beer entry into the U.S. hemp beverage market.
If you’re building a beverage brand, managing R&D, or just obsessed with functional beverage trends, this one’s for you.
00:00 – Intro
01:00 – Paul’s transition from beer to cannabis
03:30 – Early R&D challenges with THC drinks
05:00 – How Canada’s system enabled innovation
08:30 – Starting the cannabis division at Boston Beer
13:00 – Lessons from launching Teapot & Emerald Hour
15:00 – Surprising buyer personas and feedback
16:00 – Vetting co-manufacturers for quality
19:00 – Why Boston Beer doesn’t own its own cannabis facility
20:30 – Consumer adoption and channel dynamics
23:30 – The overlooked senior demographic
26:00 – Building loyalty in a high-choice category
29:00 – U.S. hemp market: What Boston Beer is watching
34:00 – Future of big beverage & cannabis collabs
37:00 – Advice for hesitant legacy brands
39:00 – Naming, packaging, and taste-driven design
41:00 – Final thoughts: Stand out by being “undeniably dope
⏱️ Timestamps: