Indopedia All Things Marijuana
Yet another major alcohol company is joining in on the legal marijuana green rush.
CERIA Beverages founder Keith Villa, who developed the Blue Moon Belgian White beverage for Coors Brewing in 1995, is currently crafting a marijuana-infused beer, reports Forbes.
While other available weed-themed brews such as the Hemperor Hemp Pale Ale use non-psychoactive cousins of cannabis such as hemp, Villa’s new creation will actually contain THC, the compound commonly associated with getting high.
“What we found is consumers of cannabis want the real deal,” Villa told Forbes. “Giving them a beer with hemp or CBD is almost like giving a craft beer drinker an alcohol-free Russian Imperial Stout and telling them, ‘This is good enough.’”
CERIA Beverages will transport batches of alcohol-free beer to partner dispensaries in Colorado, which will infuse the special brew with THC and sell it through their retail stores.
While major alcohol companies such as Coors Molson consider marijuana legalization to be a risk to their business, Villa is joining companies that are taking advantage of the moment, such as Constellation Brands….
