CBP Stories - From Blue Moon to THC-infused Beer with Keith Villa (CERIA)

CBP Stories - From Blue Moon to THC-infused Beer with Keith Villa (CERIA)

CBP Stories showcase individual members who have an inspiring story to tell.


During his 32 years at MillerCoors, Keith Villa created this cloudy, unfiltered Belgian-style beer, first brewed at the 10-barrel Sandlot Brewery inside Denver’s Coors Field, that would go on to become the number one craft beer in America, helped in part by the Valencia orange slice Keith suggested bartenders place on every rim.


Having retired from Coors in 2018, Keith, along with his wife Jodi, began focusing on the next stage in their careers – development of a craft beer infused with THC, a key psychoactive chemical from cannabis plants that creates pleasurable sensations. In December 2018, the Villa’s CERIA (rhymes with “area”) Brewing Company launched its first THC-infused non-alcohol brew in Colorado. Since then, CERIA has expanded throughout Colorado and plans are to expand to other states where the use of recreational marijuana is legal.


Having successfully grown CERIA’s THC-infused beer brand, Keith decided in 2020 to also offer his non-alcoholic beers without THC.


www.CraftBeerProfessionals.org

Episoder(473)

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NA Beer and THC Beverages in the Taproom

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In this session, we’ll dig into the hard work behind two of beer’s essential ingredients: malt and hops. You’ll hear directly from barley growers and hop producers about what matters most, how each ha...

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Tech vs. Touch: Balancing QR Ordering & Hospitality

Tech vs. Touch: Balancing QR Ordering & Hospitality

As the industry evolves, breweries are embracing tools like QR code ordering to streamline operations, boost tab sizes, and maximize efficiency. But how do you keep the soul of the taproom alive when ...

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Strategic AI Adoption for the Craft Beer Industry

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Building Success Distributor Relationships

Building Success Distributor Relationships

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27 Aug 20251h 2min

2025 Brewing Trends

2025 Brewing Trends

Is it finally the year of the lager? In this panel, we’ll discuss the styles gaining momentum, the brewing techniques getting brewers excited, popular ingredients, and how these trends are landing wit...

20 Aug 202559min

Spills and Thrills: A Panel Conversation on Insurance Lessons Learned

Spills and Thrills: A Panel Conversation on Insurance Lessons Learned

Join us for "Spills and Thrills: A Panel Conversation on Insurance Lessons Learned," an insightful discussion designed to navigate the complexities of risk management and insurance in today's dynamic ...

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Optimizing Your CIP Program: Cleaning Smarter, Not Harder

In this session, we’ll start with the basics of CIP (cleaning in place) and explore how the Sinner Cycle can help you fine-tune your cleaning and sanitation process. You'll learn how temperature, chem...

6 Aug 202558min

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