Blue Moon creator launches new brewery to produce THC-laced cannabis beer

Blue Moon creator Keith Villa has launched a new business dedicated to producing cannabis-infused craft beer.

Villa, who announced his retirement from US drinks giant Molson Coors in January after working at the firm for 32 years, has now launched Ceria, a company “dedicated to the creation of custom and cannabis-infused
non-alcoholic craft beer.”

Ceria, which was co-founded by Keith and his wife Jodie, will brew non-alcoholic beers infused with THC, the psychoactive chemical compound present in cannabis, in a variety of strengths with a view to rolling the drinks out in legalised cannabis states by the end of the year.

“I’m ready to introduce another high-impact brand to the industry again, this time with a new line of custom cannabis-infused craft beers,” Villa said.

“Today, the opportunity and the demand are here, inviting Americans to enjoy a more social way of consuming cannabis – by drinking rather than by smoking it or through ingestion of edibles.”

The Villas added that the new beer brand, which has yet to be named, will also be less caloric than traditional beer, due to the elimination of alcohol.“

“Ceria will be brewed just like an alcoholic craft beer to maintain its beer taste and aroma, but will then be de-alcoholised prior to the infusion of cannabis,” said Keith.

The beers will be offere in at least three strengths – light, regular, and full-bodied – with a “variety of sensations,” according to the website.

Ceria is working closely with Ebbu, a cannabinoid research firm also based in Colorado which has developed a set of formulations that “inspire specific sensations.”

“We are honored and thrilled to partner with Keith, Jodi and CERIA to bring this groundbreaking new product to cannabis consumers in legalised states,” Jon Cooper, CEO of Ebbu, said.

The news comes after a number of drinks firms have shown an interest in cannabis-laced products since the US government relaxed laws around recreational use in a number of states.

In the US, recreational marijuana use is currently legal in eight US states, while 21 states allow it for medicinal purposes, while recreational use of cannabis was made legal in California on 1 January 2018.

The industry was worth US$6 billion in 2016, and is forecast to reach $50 billion by 2026.

Last month, Chris Burggraeve Anheuser-Busch’s former chief marketing officer, told Bloomberg that cannabis is set to take over from craft beer in terms of consumer appeal.

“The same way that craft beer started and, for the longest time, was ignored and then exploded, there’s no reason why the same thing wouldn’t happen in this space.”

One Response to “Blue Moon creator launches new brewery to produce THC-laced cannabis beer”

  1. Brian Essenter says:

    It is not LACED with anything! It is INFUSED with Cannabis! Don’t spread stigmas you don’t understand.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Head of Education

Berkmann Wine Cellars
London, UK

UK Commercial Manager (E-Commerce/Online)

Ian Macleod Distillers
United Kingdom

Regional Sales Manager (Midlands)

Ian Macleod Distillers
Field based - regional coverage Midlands

Marketing Manager

Amathus Drinks Plc
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Partner Manager - Managed On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

IBWSS China

Shanghai,China
5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

Cannes,France
7th Feb 2019
Click to view more

Green Awards 2018

Deadline : 26th October 2018

Rioja Masters 2018

Deadline : 26th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more