The Boston Beer Company has created a new subsidiary in Canada that will focus on the development of non-alcoholic cannabis beverages.

Boston Beer said that its new subsidiary, which is yet to get a formal name, will serve as a dedicated research and innovation hub for non-alcoholic cannabis beverages.

By creating a new Canadian subsidiary, Boston Beer aims to establish its presence in the cannabis-based beverage segment.

The Boston Beer Company CEO Dave Burwick said: “Our mission since day one has been to offer drinkers the highest quality, best tasting products and they continue to seek new options.

“Innovation is core to what we do, beginning with craft beer, then hard cider, hard iced tea and now Truly Hard Seltzer. We believe non-alcoholic cannabis beverages could represent a new frontier of innovation and want to be ready for future opportunities in the US.”

The new cannabis beverage research hub will be led by Paul Weaver, an industry veteran.

Prior to joining, Weaver worked for Canopy Growth Corporation as the director of innovation.

Boston Beer said that its new subsidiary will be engaged in the development of unique cannabis beverages, as regulations evolve in the US and in the overseas market.

Weaver said: “Boston Beer’s reputation for quality is unrivalled 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.

“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.”