On Monday, October 27, 2025, The Boston Beer Company announced the launch of its new Emerald Hour THC gummies, expanding its non‑alcoholic cannabis cocktail brand into edible products. The gummies are infused with live rosin and solvent‑less cannabis diamonds, contain 5 mg of THC each, and are packaged in discreet two‑pack purse‑ and pocket‑friendly containers.
The first gummy flavor, Peach & White Grape, offers a brunch‑style taste profile and is 100 % vegan. Each gummy is designed to deliver a full‑spectrum cannabis experience while maintaining the brand’s commitment to quality and sustainability. The product line complements the existing 222 ml mini‑can cocktails that contain 10 mg of THC and are sold in over 600 Canadian dispensaries.
Emerald Hour gummies are now available at dispensaries across Ontario and Alberta, marking the brand’s first entry into the edible market. To support responsible consumption, the launch is partnered with Ally, a women‑owned brand that provides secure, smell‑proof storage containers with lockable codes. This partnership underscores Boston Beer’s focus on consumer safety and product accessibility.
The launch represents a strategic expansion of Boston Beer’s “Beyond Beer” portfolio into the rapidly growing cannabis‑infused edible segment. By leveraging its established brand equity and distribution network, the company aims to capture new consumer segments and diversify revenue streams beyond traditional beer and hard‑cider products.
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