The Bud Light parent company saw sales plummet on the heels of a promotional campaign with transgender influencer Dylan Mulvaney. THC's so-called cannibalization of alcohol doesn't seem to resonate at Sam Adams, nor does it track at Tilray Brands Inc. (NASDAQ:TLRY). The Florida-based cannabis company, which purchased craft beer brands from AB Inbev, saw alcohol revenue spike 117% to $47 million. Why It Matters : Even before Boston Beer first entered the cannabis beverage market, industry analysts (i.e., Deloitte ) predicted that alcohol and tobacco companies would utilize M&A or establish new product segments "to avoid losing market share to competing cannabis products." But, as it turns out, Boston Beer's customers are still enjoying Sam Adams in addition to new THC-infused items such as Teapot.