Reports of major tobacco companies moving in on the rapidly growing legal cannabis game have swirled for years. But while these reports have slightly stalled, THC-infused products are nearing release from another industry — big beer.
Rumors of major tobacco companies playing the long game of legalized weed have circulated for years. While the market has yet to see Marlboro Greens or any of the like, major beer companies are actually taking significant strides toward THC-infused beer.
Leading The Way
Heading the charge of cannabis brews is none other than Keith Villa, the founder of Blue Moon beer. Villa led the company for more than 30 years, specializing in European-style wheat beers, but eventually stepped away to start his own beverage company, Ceria.
Based in Colorado — of course — Ceria isn’t the first company looking to infuse beer with cannabis. Many brands have taken on the challenge. The key difference, however, is that previous companies have infused their suds with CBD. Unlike these predecessors, Villa is going for a headier brew mixed up with straight THC.
According to Villa, CBD beer certainly has health benefits, but doesn’t provide the recreational buzz most drinkers would prefer.
“CBD is not the component that most consumers look for,” Ceria said in an interview with Brewbound. “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.”
A Note on Safety
Now, before anyone jumps on a soapbox about the dangers of mixing alcohol and bud — which can make you pretty ill if you overdo it — there’s one more point to consider. Ceria’s THC brew will actually be non-alcoholic. Instead of increasing the chances of over-indulging, Villa’s beer will simply offer a different type of buzz for beer lovers.
While details including release date are still developing, one thing’s for sure — Ceria’s beer buzz with cost more than your average six pack.
“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,” adds Villa.