Cannabis Meets Craft Beer: Ceria Brewing’s Bold New Wave
Ceria Brewing Co, based in Colorado, has unveiled a groundbreaking product: Grainwave Belgian-Style White Ale, a non-alcoholic, cannabis-infused beer. The brain behind this innovation is Keith Villa, a former Blue Moon brewer with a Ph.D. in brewing from the University of Brussels and previous experience at MillerCoors.
Changing Consumer Preferences
Villa, drawing inspiration from the evolving tastes of the younger generation, noted: “Youth today are increasingly opting for beverages that taste great and are lower in calories without the aftereffects of a hangover.” He saw a movement away from alcohol and towards alternatives that preserve social drinking traditions while avoiding its harmful effects..
This concept emerged from Villa’s observation of his children’s disinterest in alcohol. He remarked, “Today’s young adults prioritize control, wary of tarnishing their social media image.” This insight led Villa to leave MillerCoors in 2018 and establish Ceria in Arvada, Colorado.
The Science of Cannabis Beer
Grainwave ingeniously blends the familiar beer-drinking experience with a socially accepted cannabis format. Each bottle contains five milligrams of THC, offering the traditional taste of a Belgian white while ensuring faster absorption compared to standard edibles. Villa explains that the effects are felt within approximately 15 minutes, akin to alcohol’s rapid assimilation.
Regulatory Landscape
Under the oversight of the Alcohol and Tobacco Tax and Trade Bureau (TTB), it’s illegal to combine alcohol and THC in beer. However, non-alcoholic beers fall outside TTB’s jurisdiction and are regulated by Colorado’s Marijuana Enforcement Division (MED).
Currently, Ceria’s beers are sold at 50 dispensaries in Colorado, with a 10oz bottle priced at US$9. Plans are underway to expand distribution to states where recreational marijuana is legal. Meanwhile, Two Roots Brewing Co in San Diego and Napa-based Saka Wines are introducing their own THC and CBD infused non-alcoholic beverages, catering to a growing market.
Destigmatizing Cannabis and Future Plans
Villa envisions removing the stigma around cannabis, seeing beer as a vehicle for this change. Currently, these THC and CBD beers are available in their respective states. Villa predicts a broader legalization by 2022. Furthermore, Ceria plans to launch a light lager and an IPA with varying THC concentrations, diversifying its product offerings.
