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Legends Behind the Craft

Dec 14, 2023

Meet Paul Weaver, The Head of Cannabis at the Boston Beer Company. With over a decade in the beverage industry, he started in Toronto's beer business before joining Canopy Growth Corporation in 2017. There, he led innovation, playing a crucial role in launching recreational cannabis in Canada. Paul's expertise in cannabis beverages brought him to the Boston Beer Company, where he continues to shape the future of this evolving market.


Here’s a glimpse of what you’ll learn: 

  • Explore the decision-making process behind Boston Beer Company's entry into the cannabis beverage category

  • Delve into the intricacies of crafting a cannabis beverage

  • Get an exclusive look at TeaPot's accessible lineup

  • Uncover the complexities of cannabis distribution, understanding TeaPot's availability in Canada and the United States

  • Understand the unique marketing challenges in the cannabis industry

  • Explore Canada's progressive relationship with cannabis

  • Explore the taste and efficacy considerations in cannabis beverages

  • Navigate legal restrictions in Canada and the explicit laws preventing alcohol brands from extending into cannabis

  • Paul's vision for the ready-to-drink cannabis drink category over the next 10 years

  • Uncover the differences between THC-based and hemp-based drinks

  • A thought-provoking discussion on advocacy, legal preparation, and flexibility in the ever-evolving cannabis beverage industry


In this episode with Paul Weaver

Tune in with us in this interesting episode with Paul Weaver of TeaPot. Explore the genesis of TeaPot, Boston Beer's foray into the rising cannabis beverage market. From tackling potency challenges to demystifying marijuana through accessible flavors, Paul discusses the unique aspects of TeaPot.

In today’s episode of the Legends Behind the Craft podcast, Drew Thomas Hendricks is joined by Paul Weaver, Head of Cannabis at the Boston Beer Company. Discover the journey of TeaPot's lineup, the evolving perceptions of cannabis in Canada, and the legal intricacies of marketing. Gain insights into the future of the cannabis drink category, the impact of hemp-based drinks, and the ethical considerations in product sourcing. This episode offers a concise yet comprehensive look at the TeaPot brand, the cannabis beverage industry, and the evolving landscape of advocacy and legal preparedness.


Sponsor for this episode…

This episode is brought to you by Barrels Ahead.

Barrels Ahead is a wine and craft marketing agency that propels organic growth by using a powerful combination of content development, Search Engine Optimization, and paid search.

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