The Boston Beer Company, best known for brewing Samuel Adams beer, is hoping to make a splash in the cannabis industry.

The Massachusetts-based brewer has announced that it is establishing a Canadian subsidiary focused on the research and development of cannabis beverages.

Paul Weaver, formerly of Canopy Growth Corp. and Molson Coors, will lead the research hub.

According to a release, the company plans to pilot different cannabis beverages in Canada while regulations continue to evolve in the United States and elsewhere.

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

Weaver, the company’s head of cannabis, said the new initiative will require “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,” he said.

Established in 1984, Boston Beer Company has found renewed success in recent years behind its Truly Hard Seltzer line. According to Just Drinks, the seltzer brand is second only to White Claw in the U.S. by volume.

In 2017, Constellation Brands made history by becoming the first Big Beer entity to enter the cannabis industry. The company behind Modelo and Corona purchased 10 per cent of Canopy Growth and has invested $5 billion into the company.

Canopy’s beverages started to trickle onto Canadian shelves last year, after initially being delayed by production issues.