Blue Moon Founder Wants to Create THC-Infused Craft
(near) Beer
Keith Villa was working at the Coors Brewing in 1995 when he
created an unfiltered, Belgian-style beer that became the inspiration for the
Blue Moon Brewing Company, which got its start as a special division in Golden
and soon spread to locations at Coors Field and then RiNo. When the brewmaster
retired from what's now MolsonCoors early this year, he hinted that he had a
plan to create a new beverage with "cutting-edge" ingredients.
And now we know what those are: Villa and his wife, Jodi,
have partnered with an established Colorado
cannabis extraction lab to start Ceria Beverages, a new line of THC-infused
drinks with the "same onset time as alcohol," according to a press
release announcing the company's launch.
Using technology from its partnership with Ebbu, an
extraction lab known for its water-infusing technologies, Villa promises that
his new drink will be "brewed just like an alcoholic craft beer" in
order to maintain a beer taste and aroma, but any alcohol will be removed
before the liquid is infused with THC. In Colorado , it's illegal for any brewery or
licensed cannabis infused-product manufacturer to make a beverage with both
alcohol and THC.
“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 says in the
announcement. "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.”
New Belgium Brewing and Dads & Dudes Breweria have both
made headlines in the past with their CBD-infused and hemp-infused brews, but
Ceria maintains that this creation is unique because it will be the first drink
to be brewed like a beer without losing the THC. And with terpenes — plant
compounds that affect the smell, taste and way your body reacts to THC — also
heavily present in hops, the possibilities of mixing the two are exciting.
"We have always loved what Keith stands for —
great-tasting mainstream beers that really kickstarted the entire craft beer
movement," Ebbu CEO Jon Cooper says in the announcement. "We are
honored and thrilled to partner with Keith, Jodi and CERIA to bring this
groundbreaking new product to cannabis consumers in legalized states.”
The Villas named Ceria after the university campus in Brussels , Belgium ,
where Keith received a doctorate in brewing science. Naturally, Keith will be
the brewmaster for the company, while Jodi will serve as CEO. The drinks will
only be sold in cannabis dispensaries, not breweries. There's no solid
distribution date yet; a spokeswoman for Ceria says she expects them to be on
store shelves "later this year."
by Thomas Mitchell
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