William Sumner
The creators of the craft beer Blue Moon are moving into the cannabis realm. On March 28, 2017, Keith and Jodi Villa announced the official launch of CERIA BEVERAGES.
“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,” said Keith Villa in a statement.
Based in Denver, Colorado, CERIA hopes to be the first company to launch a line of non-alcoholic, cannabis-infused, craft beverages. With a similar body and flavor, the beverage will be similar to a craft beer but with fewer calories due to the elimination of alcohol.
Jodi Villa will serve as the CEO of CERIA, while her husband Keith will act brewmaster and co-founder of the company.
In an effort to deliver a consistent and trusted experience, CERIA will closely work with the cannabinoid research firm ebbu. ebbu has already developed a series of cannabis formulas that they claim can inspire specific emotions and feelings such as chill, bliss, and energy.
“We have always loved what Keith stands for – great-tasting mainstream beers that really kickstarted the entire craft beer movement,” commented ebbu CEO, Jon Cooper. “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 know their way around a brewery. “When Keith created Blue Moon in 1995, the cloudy, unfiltered Belgian-style beer that would later be served with an orange slice, he in effect, introduced craft beer to the mainstream American beer drinker. It changed the beer industry and was even a question on the TV game show ‘Jeopardy,’” said Jodi Villa. “Since then it has grown to become the largest craft beer in the country.”
The company plans to first roll out its product line in the state of Colorado, followed by other recreational cannabis states. By the end of 2018, the company hopes to launch its craft cannabis beverage in at least three strength; light, regular, and full-bodied.
To help with the company’s initial rollout, CERIA has hired the advisement firm InterContinental Beverage Capital (IBC), which will assist with strategy, commercialization plans, and business operations.
The Villas, both University of Colorado graduates and native Coloradans, note that the new brand, whose name is currently being developed, will also be less caloric than traditional beer, due to the elimination of alcohol.
