The Creator of Blue Moon Plans to Bring Craft Beer Vibes to Non-Alcoholic Cannabis Beverages

The Creator of Blue Moon Plans to Bring Craft Beer Vibes to Non-Alcoholic Cannabis Beverages

The former head brewmaster of Blue Moon Brewing Company is launching CERIA™ BEVERAGES, which intends to introduce a line of cannabis-infused non-alcoholic craft beverages.

Keith Villa, who created Blue Moon and set the stage for the craft beer industry, serves as co-founder and brewmaster of CERIA after retiring from MolsonCoors in January.

“I’m ready to introduce another high-impact new to the industry again, this time with a new line of custom cannabis-infused craft beers. Today, the opportunity and the requirement 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,” Villa stated in a press release.

CERIA beverages will be offered in legalized cannabis states by the end of 2018 in three or more strengths — light, regular, and full-bodied.

“CERIA will be brewed just like an alcoholic craft beer to maintain its beer taste and aroma, but will subsequently be de-alcoholized before the infusion of cannabis,” Villa said.

Other non-alcoholic cannabis beverages are in the works. CBD-infused and THC-infused sparkling water is coming to gasoline stations and convenience stores across the western United States this year as Mountjoy Sparkling finalized an agreement with Green Reef Distributing in January.

CERIA is working with ebbu, a Colorado-based cannabinoid research company, to create cannabis formulations that inspire specific sensations like “chill, bliss, and vitality,” according to the release.

The new drink company is also working with leading beverage industry advisement company, InterContinental Beverage Capital (IBC), to assist in setting up business operations and in the development of its strategic and commercialization plans.

Major beer firms have been discovering the potential of cannabis. In October, American-based Constellation Brands, the company behind leading beer brands Corona and Modelo, announced it purchased a 10 percent stake in Canadian cannabis giant Canopy Growth Corporation. The $190 million purchase prepares the company to market cannabis drinks in Canada after recreational adult-use cannabis legalization this summer.

At a National Beer Wholesalers Association meeting this past year, Heineken USA CEO Ronald den Elzen said the potential for cannabis to compete with the beer market, saying “Wine and spirits are not sitting still and marijuana is being legalized in many states throughout the country. We must act now and we have to do it collectively. ”

Colorado’s Dude’s Brew also sold “General Washington’s Secret Stash,” another cannabis-infused beer, in 2016.

Published at Mon, 02 Apr 2018 14:22:02 +0000

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