What we are doing is growing the market for socially acceptable, healthier, smoke-free cannabis consumption for those interested in the pleasurable sensations that cannabis can bring to a great tasting, refreshing alcohol-free beer." What role can on-premise consumption lounges play in making cannabis beers mainstream?Ĭonsumption lounges, as they expand, will help introduce more and more Americans to an alternative way to consume cannabis. Let’s face it, if you want to get high as quickly as possible, a 5 mg micro-dosed beer is not going to get you there as fast. "CERIA is an alternative to legacy cannabis goods. In frame: Keith Villa, Brewmaster and Co-Founder at CERIA Beverages Company How can cannabis beers solve the potency/price paradigm? Compared to legacy cannabis goods, they're not the most economical way to consume THC and are more labour-intensive to manufacture, ship and merchandise. Legacy cannabis operators largely aren't adopting cannabis drinks. With CERIA, while we can’t legally sample infused beer, the non-infused version, which we can sample, provides the same great taste." ![]() It started as an unknown beer, then through tasting events, we saw how favourable word-of-mouth was critical to its growth. At Blue Moon, we emphasized taste through sampling events. ![]() "Blue Moon changed peoples’ minds about cloudy craft beers and now CERIA will change perceptions of cannabis beers. What lessons, if any can we use to shift customers to cannabis brews? Similarly, cannabis-infused beers still haven't penetrated the mass market. Hazy beers weren't part of American drinking culture until Blue Moon came on the scene. When you think about it, the early days of cannabis beer are similar to the beginning of the craft beer boom which was also highly regulated at first. After successfully launching America’s most popular craft beer, I was looking for new markets to explore while trading on my reputation and expertise. I was ready for the next challenge in my career. After a legendary career in brewing, why would you take your talent to this nascent, overly regulated market? I had a chance to check in with Keith in anticipation of the Cannabis Drinks Expo. 20 years ago you'd stick out drinking a pint of that, and might annoy a bartender out of stock of valencia oranges. It may seem normal now to see someone drinking a cloudy pint with an orange garnish. To first sell it to the masses, Keith first had to sell his bosses at Coors.īlue Moon won the hearts of the masses by embracing exactly how different it was. D in brewing science and fermentation at the University of Brussels. How Blue Moon Took Offĭr Villa became enamoured with Belgian style beers while gaining his Ph. With the help of talents like Keith and his co-founder, CEO and wife Jodi Villa, they will. It didn't matter if my peers and family still didn't get it. The meeting validated my passion for serving in this space. Behind his office was a microbrewery, and we tasted several innovative new brews. Blue Moon became the number 1 craft beer in America as a division within Coors Brewing Company.Īfter serving Miller/Coors for 32 years, this is where Keith now spends the bulk of his time. If you were born in the '70s and 80's you might know Keith as the creator of Blue Moon. ![]() I met the beer doctor, the legendary craft brewer Keith Villa, at his home brewery last year.
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