Lost Craft gets into the cannabis category

November 21, 2018

Province Brands of Canada has a new partner in its efforts to brew beer from cannabis. This week, the company announced a partnership with Lost Craft, the Toronto-based brewery behind the craft beer brand of the same name. The two companies will develop and launch a cannabis-based beer marketed and sold under the Lost Craft name, once the manufacture and sale of cannabis-based food and beverages is legalized in Canada. Province Brands says it has developed a brewing process that results in beverages that are alcohol-free and intoxicate drinkers with cannabis instead, and has previously announced partnerships with craft brewers like Yukon Brewing and Brock Street Brewing Company. The news comes as the global brewing companies look for ways to both compete with recreational cannabis and diversify their product portfolios: Molson Coors partnered with Quebec-based licensed producer Hydropothecary on a new venture this summer and Constellation Brands recently received approval to increase its stake in licensed producer Canopy Growth.