Launching custom cannabis-infused craft beers

Steve’s breakdown: Here’s one of those times when just knowing about the news could very well be enough to get you a meeting!

So, Ceria Beverages is the company, Keith & Jodi Villa are the clients and the only contact information I could find is:

Investor Relations: JOE MESSINA, PARTNER at and 212 561 5944

Media Contact: JEFF BLUMENFELD at and 203 326 1200

and Keith’s LinkedIn profile:

ARVADA, CO: A former Molson Coors brewmaster and the creator of the Blue Moon Belgian-style ale brand, Keith Villa, has launched a non-alcoholic beverage line that contains THC, the psychoactive chemical from cannabis.

Villa, who since leaving Molson Coors in January has formed the company Ceria Beverages with his wife Jodi, said the new drinks – also called Ceria – will be the first of their kind in the US. Ceria Beverages is based in Denver, Colorado, both the US home of Molson Coors and one of eight US states to have legalised the recreational use of cannabis.

“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 said. “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.”

The Ceria line – which will be brewed like a beer, then de-alcoholised and infused with cannabis – differs from many other marijuana drinks on the US market as it is actively psychotropic, meaning it will deliver the same “buzz” as smoking cannabis. Other marijuana-infused beverages mainly contain only the cannabidiol, or CBD, element of the plant, which gives it the cannabis flavour but not the high.

The Ceria range will be available in at least three strengths – light, regular, and full-bodied – and designed to deliver a “consistent user experience” with the same onset time as alcohol, Villa said,

Ceria will be on sale in the US in legalised cannabis states by the end of this year.

In 2014, Villa spoke about his interest in cannabis beverages with just-drinks. The Blue Moon founder, who created and then initially grew the Belgian-style beer brand by delivering it to Denver bars himself, said he had been looking at ways cannabis and beer can work together. The cannabis plant is closely related to the hop plant, which is used to give beer its flavour.

“I’m actually doing a few little experiments with it, back in Colorado only,” Villa said in 2014. “On a federal level, it’s still illegal, so we can’t do it on a federal level. But, in Colorado, I can do small experiments.”

Interest in cannabis beverages is growing as more states drop laws against the drug. Canada is set to legalise the use of recreational cannabis in July. The president of Constellation Brands, which has invested in a Canadian cannabis company, said in February that the US cannabis market is already worth US$50bn.


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