Blue Moon’s creator is now brewing THC-infused beer.
Keith Villa announced the launch of his new company Ceria Beverages, which will include a catalog of non-alcoholic weed-infused beers. Villa’s company will be headquartered in Denver and will partner with cannabinoid research firm ebbu to create products that cater to consumers’ moods, like relaxation for high energy.
As stated on Ceria’s website, “When Keith Villa, Ph.D., the creator and head brewmaster of Blue Moon Brewing Company, announced his retirement from MolsonCoors in January 2018 after 32 years of service, he hinted about plans to create a new beverage product with “cutting edge” ingredients. Those plans are now coming to fruition with the official launch of CERIA™ BEVERAGES (ceriabeverages.com), based in the Denver suburb of Arvada, Colorado. Among the company’s goals this year is to be the first to introduce a line of cannabis-infused non-alcoholic craft beverages containing THC, a key psychoactive chemical from cannabis plants that affects how one feels by creating the “high.”
Ceria beverages will offer 3 THC strengths: light, regular and full bodied. Light will contain up to 6 mg, regular up to 10 mg, and full bodied will have up to 15 mg. Villa’s weed-infused beers are expected to hit the market fall 2018 and will only be available in states where recreational cannabis is legal.