Paul Weaver, Director of Cannabis at the Boston Beer Company, shared insights into the company's Canadian Cannabis Division and their new product, Emerald Hour, a line of non-alcoholic cannabis cocktails designed for experienced consumers seeking a full-spectrum, solventless experience.

 The product launch strategy, focusing initially on the Ontario market due to its regulatory landscape, was discussed, along with plans for US expansion. The conversation highlighted the growing trend of consumers, particularly younger generations, shifting away from alcohol and towards cannabis-infused beverages, a phenomenon sometimes referred to as "cali sober." 

This demographic shift is driving innovation in the cannabis beverage sector, with companies like Boston Beer Company adapting to these changing preferences. The discussion also touched upon the challenges and opportunities within the Canadian cannabis market, including regulatory hurdles and the growth of cannabis-infused beverages. The potential of cannabis beverages as a healthier alternative to alcohol, with faster onset times and better control over effects, was explored, along with the increasing awareness of the health risks associated with alcohol consumption. 

The conversation concluded with a discussion of the challenges of expanding cannabis products into the fragmented US market, the importance of scale, and the potential for significant growth in the cannabis beverage market over the next decade.

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