After Keith Villa left MolsonCoors in 2018, the creator of Blue Moon's famous Belgian-white ale founded a cannabis-infused brewing company with his wife, Jodi. The two have planted their flag on the niche market in just over a year, releasing a Belgian-white, IPA and lager infused with THC, with the alcohol removed from the beers after the brewing process.
Now, the Arvada-based cannabis brewery is taking the same recipes — minus the THC — to liquor stores and possibly beyond by selling a sober version of its Belgian and IPA beers across the country.
"The popularity of NA craft beers is being driven by millennials opting for a healthier lifestyle, a growing wellness mindset among a broad segment of the population in the U.S. and globally, and others who just want to reduce their alcohol consumption," Villa says in a statement.
With 20 percent of Americans considering sober-month mottoes like "Dry January" and "Sober October," non-alcoholic beer makers are ramping up their efforts. According to Global Market Insights, there was a 26 percent increase in non-alcoholic beer volume nationwide over the Fourth of July holiday, and the compound annual growth rate of non-alcoholic beer production will grow over 7 percent through 2025.
Brewers new and old have taken notice. Matt Vincent, co-owner of Durango's Ska Brewing, has partnered with a cannabis company to make THC seltzers, Left Hand Brewing Company recently released a CBD-infused line of sparkling water, and non-alcoholic beer makers like Gruvi are marketing themselves on terpenes and sobriety instead of hops and ABV. California-based Lagunitas Brewing Company launched a cannabis-infused hoppy seltzer in Colorado this fall, and makes a non-alcoholic version of the drink, as well.
According to Ceria, the drinks will be available in February exclusively at Total Wine & More's 200-plus stores nationwide.
Update: This article was updated on January 18 to correct an error stating that Ska Brewing launched a cannabis seltzer line. Ska reached out to clarify that co-owner Matt Vincent founded the company, and Ska is not involved.