011: Inside the World of Cannabis-Infused Beverages with Keith Villa

The cannabis beverage space is a fascinating one. Much like the craft beer movement, which grew from the work of a few hobbyists in the 1980s and 1990s into a multibillion dollar industry today, we’re seeing pioneers invent new product categories, take big chances, and create new consumer experiences.  In Colorado, Keith Villa is doing exactly that. After founding Blue Moon Brewing Company and retiring from MillerCoors after 32 years in the world of beer, he and his wife have launched CERIA - a line of non-alcoholic beverages that drink like beers, but contain 0.0% alcohol and are infused with THC and CBD. He brings a deep understanding of the alcohol industry and the science of brewing to this nascent field, and has created a new product designed to serve as a replacement for alcohol - buzz, taste, and all. Today, Keith joins the podcast to share stories from his time at Blue Moon, including how he brewed the first pumpkin beer (and chicken beer, for that matter), the unique challenges in the cannabis beverage space, and talk about where he sees this industry going in the years to come.  KEY TAKEAWAYS What brought Keith out of retirement to start CERIA - and how he began to experiment with CBD and THC-infused beverages. The specific qualifications that define a beverage as beer - and why it’s so hard to brew with cannabis in particular. The misunderstandings around cannabis and its effects in beverages - and why Keith is so excited about the new cannabinoids currently being researched and explored.  Why the alcohol Tax and Trade Bureau will likely never approve a cannabis-infused alcoholic beverage, even in the event of federal legalization - and the scientific reasoning behind this. How Keith approximates the buzz of alcohol in dosing his products. Why Keith believes 2022-2025 will be a crucial time for federal legalization.  Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/11 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

Om Podcasten

Today’s Cannabis marketers are facing the same challenges faced by the alcohol industry in 1933 when prohibition was reversed — how do you successfully market a product and navigate an industry that is on the verge of becoming legalized on a federal level? Join alcohol beverage marketing experts and founders of SoHo Experiential, Rick Kiley and Jeff Boedges, as they interview economists, historians, entrepreneurs, legal experts, and more! Listen in as they track the path to a “Green Repeal”, through the lens of alcohol beverage professionals familiar with the trials and tribulations of marketing a “sin-dustry.” Through the podcast, listeners will get an excellent understanding of the Cannabis industry, how it will be governed, and how to successfully navigate the challenges of marketing a successful product in a heavily restricted industry.