San Francisco | July 28, 2022

Chicago | August 02, 2022

Photo for: Seng Robertson from The Boston Beer Company to speak at the 2022 Cannabis Drinks Expo

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Seng Robertson from The Boston Beer Company to speak at the 2022 Cannabis Drinks Expo

Seng Robertson from The Boston Beer Company to will join the technical speakers panel at the 2022 Cannabis Drinks Expo in both San Francisco and Chicago.

10/05/2022

Seng Robertson has extensive experience in research, product development and quality in the CPG category which she brings to the cannabis beverage category. In the cannabis beverage category, she has been involved and lead teams to the successful launch of ready-to-drink, dry tea, and quick dissolve formats. She is passionate about providing consumers new options and crafting great tasting, consistent and reliable products that consumers enjoy. 

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She is the Technical Director, Cannabis Research and Development at BBCCC, a subsidiary of The Boston Beer Company where she leads the research and product development of cannabis-infused beverages. Prior to this, she was one of the first to join Fluent Beverages, formed by the joint venture between Tilray and AB InBev. 

The Boston Beer Company has established a subsidiary to serve as a dedicated research and innovation hub in Canada focused on non-alcoholic cannabis beverages. Boston Beer, the maker of recognized alcohol brands such as Samuel Adams and Truly Hard Seltzer, hopes to continue its industry-leading track record of innovation in this emerging space.

The Boston Beer Company

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Along with Seng Robertson, Boston Beer has hired industry expert Paul Weaver to lead their cannabis beverage research hub in the federally regulated market of Canada. Weaver worked nearly seven years as innovation manager at Molson Coors Beverage Company in Canada before holding a similar role for nearly three years at Canopy Growth

Paul Weaver, director of cannabis for BBCCC and the former head of innovation for cannabis producer Canopy Growth and Molson Coors revealed in a release statement that BBCCC is entering the market “while continuing to gauge the regulatory environment in the US for future expansion opportunities.

The global cannabis beverages market is estimated to reach US$2.8 billion, by 2025, and is projected to grow at a CAGR of 17.8% from 2019 to 2025, according to a report by Million Insights, highlighting that the sector is heavily fragmented due to the presence of medium and small-scale companies. 

"Boston Beer's reputation for quality is unrivaled, and the same sensibilities that drive development in beer ring true in cannabis beverages. Quality ingredients and craftsmanship make quality products, and our success begins with respecting the plant and respecting the growers," added Paul Weaver, Director, Head of Cannabis.   

"This is just the beginning of our journey and, like any craft, requires a continuous commitment to learning. We know cannabis is new for many of our drinkers and they deserve the best, which is why we're taking the time to do this right," shared Weaver.    

About the Company 

The Boston Beer Company, Inc. (NYSE: SAM) began in 1984 brewing Samuel Adams beer and the Samuel Adams brand is currently recognized as one of the largest and most respected craft beer brands.  Our portfolio of brands also includes Truly Hard Seltzer, Twisted Tea, Angry Orchard Hard Cider and Dogfish Head Brewery as well as other craft beer brands such as Angel City Brewery and Coney Island Brewing. For more information, please visit our investor relations website at Boston Beer, which includes links to all of our respective brand websites. 

If you are in the cannabis beverages sector or are interested to learn more about the product development, we highly recommend you to attend the technical panel thats happening at the Cannabis Drinks Expo San Francisco on July 28 or at Chicago on August 2. You can check out all the speakers and get your visitor pass here before May 31 to save:

San Francisco tickets

Chicago tickets

Get Involved with the biggest cannabis beverage show globally. Grow your business in this domain by becoming an exhibitor in San Francisco | Chicago. Spots are going fast!