In January, we reported that Keith Villa, the man who founded Blue Moon during a 32-year career at MillerCoors, had to give up his position with the beer giants. At that time, it was not clear what exactly the legendary beer industry had in mind for a Blue Moon career, but a new announcement shows that Villa is going in an unexpected direction: cannabis beer.
Three months after leaving the company where he built the industry's "crafty" beer brand, Villa has founded a new company called Ceria Beverages, which will focus on producing a whole line of non-alcoholic beers with cannabis. And we do not mean it in a gimmick way – Villa ales are said to be potent in terms of their THC content and sold in markets where marijuana use was legalized. In other words, these drinks are meant to get you up, just like smoking a joint. The company's headquarters will be in the suburbs of Arvada, CO, Denver.
"CERIA is brewed like an alcoholic craft beer to preserve its beer flavor and aroma, but is then dealcoholized prior to infusion of cannabis," said Keith Villa in a press release.
Other breweries have in the past produced beers that are made with one or another part of the cannabis family, whether it be hemp ̵
"CBD is not the component that most consumers seek," said Villa to Brewbound. "It certainly has its merits … but the THC is what makes people cry, similar to the alcohol intoxication people get from beer, spirits, and wine, and many cannabis consumers are looking for that excitement. "
Villa does not just want to bid" buzz. " Ebbu, the Colorado-based cannabinoid research company that will develop and supply the company's cannabis extracts, claims it can produce a variety of different extracts for different beers that offer different sensations from chill to bliss. "Energy."
"We can adjust exactly the sensations that people want," said Villa. "If people want a CBD sensation that makes them feel tired and relaxed, we can give them that – if they want a really great THC experience – it's the end of the week and they want to be responsible with their friends and relaxing the party – we can deliver that as well. "
Maybe there is some hypocrisy involved here. Villa, as it turns out, has been outspoken against marijuana in the past and voted against the legalization of recreational cannabis in Colorado in 2012, Brewbound said. After legalization, however, he changed his mind after "doing some research". The cynical observer might say that he saw a market ripe for exploitation, and then decided to use it. But as Villa explains:
"I found that it's not the evil drug that people like [U.S. Attorney General] Jeff Sessions portray it," he said. "I see some of his quotes, in which he honestly believes that it contributes to opioid addiction, and I read scientific articles that claim the opposite, that is his opinion of the science that says it's actually not that dangerous. "
Ceria Beverages aims to produce a whole line of different cannabis beers listed in different THC levels. "Normal" and "full-bodied". These vary from 1 to 15 milligrams of THC per 12 ounce bottle and are marked with a visual system that indicates whether the product is for "Beginner", "Advanced Users," Experienced Users "and those looking for" The Ultimate Experience ". which appears to us to be an irresponsible choice of words.
Which brings us to the point that no one really discusses it when it comes to this new company: what kind of alcohol-free beers will they try to blend these cannabis flavors and chemicals? Ale / IPA the traditional choice for pairing with the moist / fruity qualities of certain marijuana strains? Is it possible to brew a decent non-alcoholic stout or porter, and does it make sense to do so with the addition of cannabis? How adventurous they're trying to be on the beer side of the equation? Should we expect Villa to knock its past out with a cannon-infused Blue Moon knockout or will it produce artisanal, non-alcoholic versions of Belgian quads and seasons that so accidentally contain THC? This is the most intriguing and weirdest aspect of the product line as far as we are concerned.
There is no specific date when these products will be released, but we can only assume that it will be a somewhat complicated process to market them as such strictly regulated substance. It is natural to assume that Ceria products are NOT available in parcel stores and instead have to be purchased from certified pharmacies in Colorado.
We will try to bring further updates on the entire cannabis beer business in the future.