Sipping on the Green Wave: Exploring Cannabis Beverages with Paul Weaver of Boston Beer Company
In this engaging episode of "Thinking Outside the Bud," Bruce Eckfeldt leads a captivating conversation with Paul Weaver, Director, Head of Cannabis at the Boston Beer Company. The episode centers on the cannabis beverage industry, exploring regulatory changes, market intricacies, and challenges inherent in entering the cannabis sector. Weaver shares his professional journey from the beer industry to leading product innovation at Canopy Growth Corp, eventually spearheading a cannabis R&D department for the Boston Beer Company and successfully launching their cannabis-infused iced tea, Tea Pot.
Weaver emphasizes the social acceptability and powerful branding impact of cannabis drinks, incorporating personal anecdotes, insights into industry evolution, and considerations of potential competition with alcohol. The conversation covers critical factors such as flavor and potency stability, addressing both challenges and opportunities in crafting appealing cannabis products. Delving into disparities in cannabis and alcohol consumption, the dialogue explores onset times, potency variations, and the importance of responsible use.
The episode provides valuable insights into the cannabis beverage market, highlighting the rise of rare cannabinoids and the significance of low-dose products. Weaver and Eckfeldt unravel the intricacies of consumer education, particularly regarding onset times and moderation, drawing parallels between public consumption in the cannabis and alcohol industries. The discussion concludes with a focus on branding strategies, where Weaver emphasizes the necessity of exceptional products and discusses challenges stemming from cannabis marketing restrictions. He introduces a double-sale approach to foster brand loyalty by targeting both consumers and budtenders. In its entirety, the episode offers a thorough exploration of the dynamic landscape of the cannabis beverage market, providing considerations for navigating regulations and expanding into diverse markets.