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Keith Villa, who developed and oversaw the Blue Moon brand for MillerCoors for more than two decades has moved into the’ pot beer’ biz and his first THC-infused beer debuts in Colorado this week.
Here’s the deal…
Last March Villa announced that he was taking his decades of brewing experience in a different direction, and that along with his wife Jodi had formed Ceria Brewing a company committed to developing beers that substitute a THC high for the more traditional alcohol buzz.
And at that time Villa made it clear that he was 100% in and intended to champion a new kind of drinking experience…
“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. 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.”
“CERIA will be brewed just like an alcoholic craft beer to maintain its beer taste and aroma, but will then be de-alcoholized prior to the infusion of cannabis.”
And Villa’s THC infused beer will finally make its long-awaited commercial debut at Green Solutions Recreational Marijuana Dispensary locations in Colorado starting Friday.
Ceria Brewing’s Grainwave is described as a “refreshing, medium-bodied ale brewed with blood orange and coriander and infused with THC for a new spin on a Belgian classic.”
Hardly inexpensive, the new nonalcoholic cannabis beer will cost $7.95 per 10-ounce bottle. It contains 5mg of THC (the psychoactive compound found in the cannabis plant) and comes packaged in a silver (as opposed to brown) bottle.
And as Villa explained to the Denver Post Grainwaves’ THC level was specifically designed to deliver a high that is pleasant, relaxing and mellow…
“You should feel good but you won’t get too stoned…What better way to enjoy a Broncos game, especially when they’re losing, than to have a couple of these and feel good?”
Ceria has two other beers expected to debut in early 2019, an American light lager and an India Pale Ale.
The light lager will contain 2.5 milligrams of THC per bottle. But the IPA will be more potent (think an Imperial) and afford consumers 10 milligrams of THC per bottle.
