Accessibility Statement Skip Navigation
  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing
  • Login
  • GDPR
  • Create a Free Account
Return to PRWeb homepage
  • News
  • Resources
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
  • Business & Money
      • Auto & Transportation

      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Hamburger menu
  • Cision PRWeb provides efficient communication tools to continuously engage with target audiences across multiple online channels
  • Create a Free Account
    • ALL CONTACT INFO
    • Contact Us


      11AM ET Sunday – 8PM ET Friday

  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR

Famed Brewmaster Keith Villa Launches CERIA Grainwave Belgian-Style De-Alcoholized White Ale Infused with THC; New Cannabis Beer Rolls Out in Mid-December

CERIA Brewing Company will launch a limited edition First Release of de-alcoholized Grainwave Belgian-Style White Ale in Colorado in mid-December. Each 10-oz. (296 ml) serving will contain precise 5 mg doses of fast-acting THC with a similar onset time as alcohol.


News provided by

CERIA Brewing Company

Nov 14, 2018, 12:15 ET

Share this article

Share toX

Share this article

Share toX


ARVADA, Colo., Nov. 14, 2018 /PRNewswire-PRWeb/ -- Rarely does a new beverage come along that promises to shake up an entire industry or create another segment entirely. In this case, de-alcoholized craft beer with cannabis. The idea of combining the pleasant sensations of THC with the popularity of something so democratic and socially acceptable as craft beer is the brainchild of former Blue Moon brewmaster Keith Villa, Ph.D. who, along with his wife, Jodi Villa, founders of Arvada, Colo.-based CERIA, Inc., are introducing CERIA™ Grainwave™ Belgian-Style White Ale infused with THC.

The two formed CERIA, Inc. (rhymes with "area") in January 2018 to introduce a line of non-alcoholic craft beverages to be infused with THC, a key psychoactive ingredient from cannabis plants that affects how one feels by creating the unique sensation – the "high" – associated with marijuana.     

"For those who desire the sensations of marijuana, cannabis de-alcoholized craft beer represents a more socially acceptable way to consume THC, certainly more socially acceptable than smoking a joint, or consuming a sugary edible." - Dr. Keith Villa, CERIA Brewing Co.

Post this

For almost a year, the Villas have been on a mission to redefine the way society thinks about and engages with cannabis. Their answer is to combine it with beer, one of the most socially acceptable beverage categories worldwide.

To that end, CERIA Inc., doing business as CERIA Brewing Company, will launch a limited edition First Release of de-alcoholized Grainwave Belgian-Style White Ale in Colorado in mid-December. Each 10-oz. (296 ml) serving will contain precise 5 mg doses of fast-acting THC with a similar onset time as alcohol.

It is anticipated that future CERIA releases will contain infusions ranging from 2.5 to 10 mg of THC as the brand launches new beer styles and expands from Colorado to California, Nevada, and other states where the use of recreational marijuana has been legalized.

The Villas, both University of Colorado graduates and native Coloradans, note that CERIA Grainwave, containing malted wheat, oats, Hallertauer Tradition hops from Germany, along with both blood orange peel and coriander, will come in at 64 calories, two-thirds less caloric than traditional craft beer.

"By infusing a great tasting craft beer with THC, we'll empower all adults over age 21 to tap into the magic of cannabis through this new spin on a Belgian classic," Dr. Villa says, pointing to the brand's slogan, Cannabis pro Omnibus™ ("Cannabis for All").

He continued, "For those who desire the sensations of marijuana, cannabis de-alcoholized craft beer represents a more socially acceptable way to consume THC, certainly more socially acceptable than smoking a joint, or consuming a sugary edible. The THC-infused non-alcoholic craft beer consumer can join the party without feeling ostracized. Besides, it's a lot more refreshing."    

First Release    

CERIA's first release will be brewed and de-alcoholized under Dr. Villa's guidance and exact specifications. Next step is infusion with 5 mg doses of THC at a licensed marijuana infused products (MIP) facility in Denver just prior to bottling, pursuant to Colorado Retail Marijuana Code and corresponding rules.

Cases of CERIA Grainwave will come off the line in early December and arrive on dispensary shelves soon thereafter. The expected retail price will be approximately $9 per bottle, under $36 for a 4-pack. This is similar to the price range of a quality craft beer served in a restaurant or tavern.

An American Light Lager and an IPA are planned to be released by Q1 2019.

Packaging will adhere to all Colorado regulations including product tracking data and a THC warning. Consumers must be a minimum age of 21 and will be reminded to experience CERIA responsibly.

Doug Christoph, CERIA's chief marketing officer explains, "The package is a subtle blend of the two worlds the brand inhabits - cannabis and beer. This establishes both its beer credentials and the pleasant sensations of cannabis.

"The midnight blue color and traditional typeface convey a trustworthy tone, and the golden yellow color is a recognized beer cue in packaging. These are balanced by the modern interpretation of Ceres, the Roman goddess of the harvest, upon whose head sits a cannabis-leaf and hops crown. Beer style and THC level information are labeled side-by-side against a complementary lighter blue background to draw the eye and to enhance shopability," Christoph says.

"The three beer styles and THC levels will be easily distinguishable from one another and will be highly legible from behind the dispensary counter and inside the cooler."

Keith Villa is one of the few people in the world to receive a doctorate in brewing science based upon his dissertation on complex biochemical reactions in beer. Dr. Villa was the creator and head brewmaster of Blue Moon Brewing Company until his retirement from MillerCoors in January 2018 after 32 years of service. His wife Jodi is a civil engineer who serves as CERIA, Inc.'s CEO.

CERIA, Inc., a Delaware C corporation, is headquartered in Arvada, Colorado. For more information: Ceriabrewing.com.

Intercontinental Beverage Capital (IBC), based in New York, is providing CERIA Brewing Company with services in the areas of business strategy and planning, brand development, operations, commercialization and investment guidance. For more information: Inbevcapital.com.

CERIA tapped brand strategy and design firm Trinity Brand Group, Berkeley, Calif., to develop its brand identity system, packaging, website and product naming. For more information: Trinitybrandgroup.com.

SOURCE CERIA Brewing Company

Related Links

http://Ceriabrewing.com

Modal title

CERIA Grainwave Belgian-Style De-alcoholized White Ale infused with THC
CERIA Grainwave Belgian-Style De-alcoholized White Ale infused with THC
CERIA Brewing's Keith and Jodi Villa (Photo by Michael Allen)
CERIA Brewing's Keith and Jodi Villa (Photo by Michael Allen)
CERIA Grainwave Belgian-Style De-alcoholized White Ale infused with THC CERIA Brewing's Keith and Jodi Villa (Photo by Michael Allen)

Contact PRWeb

  • 11AM ET Sunday – 8PM ET Friday
  • Contact Us

About PRWeb

  • About PRWeb
  • Partners
  • Partnership Programs
  • Editorial Guidelines
  • Resources

Why PRWeb

  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing

Accounts

  • Create a Free Account
  • Log in
  • Contact Us

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Legal
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 Cision US Inc.