The man who's known for developing Blue Moon beer is crafting a new drink that he hopes will create a buzz among craft beer drinkers and pot smokers alike.
Keith Villa's new brew will be THC-infused, but sans the alcohol.
“We’ll take the alcohol out and then replace it with THC and it will have the equivalent effect as beer,” Villa, retired head brewmaster at MillerCoors, told KCNC-TV. “It tastes like beer, smells like beer, but it doesn’t have alcohol.”
Villa launched his new company, Ceria Beverages, just months after he retired from MillerCoors. He's been working on his project from his home brewery.
His beers will come in varying styles such as an American lager, an IPA, a white ale, and an imperial stout.
There will also be varying levels of THC.
A 12-ounce light beer will offer about 1 to 6 milligrams of THC. Regular beers will provide about 10 milligrams of THC, and full-bodied beer will have about 15 milligrams.
Why THC-infused non-alcoholic beer?
Villa told Brewbound he wants to be the first to offer cannabis-infused non-alcoholic drinks with THC.
“CBD is not the component that most consumers look for,” he said. “It certainly has its merits … But the THC is what gives people that buzz, which is similar to the alcohol buzz that people get from beer, spirits, and wine. A lot of consumers of cannabis look for that buzz.”
Villa also hopes to make marijuana consumption easier for social settings or those who don't want to smoke it.
“You don’t have to eat edibles. You can have a great social time with your friends or family,” he said. “I want to take the world of beer somewhere it hasn’t been before.”
How much will it cost?
Villa said expects the price to be similar to high-end craft beers because it's an expensive product to produce.
“It’s going to be more expensive than beer, but it will be an affordable luxury for those people who want to have an alternative to alcoholic beer,” Villa said.
It's not clear when the products will be available for purchase.