Ceria Beverages is a new venture from Keith Villa, who oversaw the Blue Moon Belgian White brand from MillerCoors for more than two decades. The beer being developed by Ceria Beverages is believed to be the first of its kind with THC. Consumers will reportedly be able to choose from three products of different levels, so it will be easy for drinkers to achieve their desired level of buzz.
The non-alcoholic cannabis-infused craft beers are being created in response to the fact that many consumers are drinking less beer and instead opting for wine, sparkling water, spirits or other alternatives—especially with the legalization of recreational and medical marijuana.
Ultimately, the de-alcoholized brews have the potential to be sold through licensed dispensaries, tapping into a unique opportunity that sidesteps restrictions faced by most breweries.