After 32 years brewing beer for one of the world’s largest alcohol companies, Keith Villa is going green.
In 1995, Villa founded Blue Moon, the Molson Coors-owned wheat beer largely credited with bringing the craft beer craze to a mainstream audience. Now, after retiring from the booze industry in January, Villa has announced his newest venture, Ceria Beverages, a THC-infused brewed beverage scheduled to hit Colorado’s adult-use cannabis market this year.
Villa is the latest in a long line of alcohol brands and bigwigs taking their talents to America’s burgeoning green rush, following in the footsteps of Anheuser-Busch executive-turned-ganjapreneur Chris Burggraeve, Corona parent company Constellation Brands, and breweries like Lagunitas and Fat Tire (which have both experimented with adding non-psychoactive cannabis terpenes to beer).
But unlike Burggraeve, who has invested in a number of California cannabis companies, including a pre-roll producer, Villa is carrying his decades of brewing experience into Ceria, with plans to produce a marijuana-infused beer — minus the alcohol.
According to a press release announcing the Centennial State company, Villa and his wife, Jodi Villa, will team up