The Boston Beer Company, Inc. (NYSE: SAM), maker of iconic premium brands such as Samuel Adams, Truly Hard Seltzer and Twisted Tea, today unveiled the “Stop the Stigma” business collaboration between Tea-pot, the new line of cannabis-infused iced teas from Boston Beer, and Peace Collective, a Canadian lifestyle clothing brand. Net proceeds from merchandise go directly to Pardons Canada, a national non-profit organization that helps people with criminal convictions obtain pardons, record suspensions, US entry waivers and file destructions .
The Stop the Stigma capsule collection features limited-edition co-branded merchandise including a hoodie, t-shirt and tote bag with TeaPot and Peace Collective labels. Proceeds from Stop the Stigma will be donated to Pardons Canada to help people with cannabis convictions obtain pardons, record suspensions, US entry waivers and file shreds. For every $1,000 raised, Pardons Canada will have the means to remove a cannabis-related offense from an individual’s record.
The Canadian government began granting pardons in 2019 to people convicted of simple possession of cannabis and having no criminal record, estimating that 250,000 citizens could be eligible, while the Cannabis Council of Canada estimated that 500 000 people could be affected.
“It is a privilege to introduce this new line of products to the cannabis community through such a meaningful collaboration as Stop the Stigma,” said Paul Weaver, Director and Head of Cannabis at The Boston Beer Company. “All who benefit from legalized cannabis, even newcomers like TeaPot, have a responsibility to acknowledge the industry’s unfair history and play a part in righting those wrongs. I’m confident our drinkers will embrace the message. behind this collaboration as we strive to end the stigma and support the great work of Pardons Canada.
“Peace Collective was created to capture cultural sentiment and give back, and the Stop the Stigma collection reflects society’s desire to leave misconceptions about cannabis behind,” said Roman Hessary, Head of Growth at Peace Collective. . “Teaming up with TeaPot to support those who have committed cannabis-related offenses is an incredibly laudable initiative and an exciting addition to our portfolio, which includes a variety of charities benefiting causes such as mental health; support for refugees and Ukraine; and more. Everyone deserves a chance to succeed, and Pardons Canada provides the help and positivity needed to make that a reality.
Andrew Tanenbaum, Program Director for Pardons Canada, added, “Our efforts at Pardons Canada are aimed at dispelling the shame associated with past lives and helping individuals regain a sense of belonging in society. With the support of friends like TeaPot and the Peace Collective, we will continue to shine a light on the struggles of those convicted of cannabis and provide a fresh start for those willing to join the community.
For more information, visit http://www.drinkteapot.com/impact or follow @DrinkTeaPot on Instagram and Twitter to receive the latest updates.
About the Boston Beer Company
The Boston Beer Company, Inc. (NYSE: SAM) began brewing Samuel Adams beer in 1984, and the Samuel Adams brand is recognized today as one of the largest and most respected craft beer brands. Our brand portfolio 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. In 2021, the company established a Canadian-based subsidiary (BBCCC, Inc.) to serve as a dedicated research and innovation center for non-alcoholic cannabis beverages. For more information, please visit our Investor Relations website at www.bostonbeer.comwhich includes links to all of our respective brand websites.
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