Boston Beer Company Establishes Cannabis Drinks Research Center in Canada
The statement by the Boston Beer Company that its new subsidiary will develop unique hemp drinks in Canada to further promote them primarily in the US and other economically developed countries of the world indicates that the company is seeking to strengthen its presence in the segment plant-based drinks, thereby confirming the growing competition in this segment of the hemp market.
Just a month ago, on the pages of a specialized electronic publication of national cannabis growers, the question was raised whether hemp beer will become a driver of the development of the US low-alcohol drinks market . Considering the dynamics of the development of this particular segment of the hemp market, our dear readers and listeners will be interested in the information that one of the largest brewing companies in the USA “Boston Beer Company” has created a new subsidiary company in Canada, which will develop soft drinks from hemp.
According to information released by the Boston Beer Company press center, the new subsidiary (not yet officially named) will serve as a dedicated R&D center for the development of hemp soft drink formulations.
Speaking to reporters, Boston Beer Company CEO Dave Berwick said that “Our mission from day one has been to offer consumers the highest quality products that provide new opportunities. Innovation is at the heart of what we do, from craft beer, strong cider, strong iced tea and now the Truly Hard Seltzer beer brand. We believe that hemp soft drinks can open up new horizons for innovation and we want to be prepared for future opportunities in this US market. ”
The new hemp beverage research center will be led by veteran North American hemp industry Paul Weaver (prior to joining the Boston Beer Company, he served as Director of Innovation at Canopy Growth Corporation). Speaking with reporters, Mr. Weaver argued that “The Boston Beer Company's reputation for excellence is unmatched, and the same feeling that underpins the company's brewing development will underlie the beverages that are created using various hemp ingredients. Quality ingredients and the craftsmanship of the workers create great products, and our success begins with respect for the hemp plant and the agricultural businesses that specialize in cultivating it. ”
Commentary of the specialists of the Association "Ukrainian technical hemp"
The statement by the Boston Beer Company that its new subsidiary will develop unique hemp drinks in Canada to further promote them primarily in the US and other economically developed countries of the world indicates that the company is seeking to strengthen its presence in the segment plant-based drinks, thereby confirming the growing competition in this segment of the hemp market. Another trend clearly demonstrated by representatives of the Boston Beer Company is that a research company for the development of new hemp formulations will operate in a jurisdiction that allows any experiments on this topic in the interests of the largest market in the world.
Unfortunately, in our country, experiments on the use of various components of the hemp plant as one of the ingredients of non-alcoholic / low-alcohol / alcoholic beverages are in their infancy and are mainly reduced to the use of seeds or their derivatives in the formulation of the created commodity items, as well as the use in recipes different types of synthetic cannabinoids. The huge niche in the use of the leaves and inflorescences of therapeutic hemp in the formulations of the created drinks at the moment cannot be legally “launched”, since this type of activity is not regulated at the level of the current regulatory framework.