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.

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