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

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