When ebbu founder Jon Cooper first looked at the cannabis industry, one of his early qualms was that he didn’t trust cannabis products in the same way he understood alcohol products.
“When you drink a beer,” he was known for saying, “you have control over the experience—and you can decide how much to drink.” But in 2014 Cooper was rightfully wary of things like cannabis edibles, because he wasn’t sure what effect they would have on him. He decided if he was going to enter the industry, he wanted to create something that would make sense for mainstream consumers like him, something that would help an Average Joe or Jane find that repeatable, predictable experience with a cannabis product.
For more than four years, ebbu has been conducting research and bringing products forward that meet that vision. And now, ebbu is bringing that research into collaborations with other companies.
At the end of March, ebbu told the world that it is partnering with Keith Villa, Ph.D. and the creator (and former head brewmaster) of Blue Moon Brewing Company, to power his just-launched CERIA™ Beverages.
The business, beverage and cannabis worlds all saw the momentous nature of the partnership, with stories quickly appearing in Forbes, USA TODAY, Chicago Sun Times, The Cannabist, NowThis News, High Times, Thrillist, Paste and Cannabis Business Times, among many others.
But why is this collab such a big deal? CERIA is looking to be the first beverage company to introduce a line of non-alcoholic craft beverages containing THC and other cannabinoids and terpenes. By working with ebbu, CERIA will be able to ensure that their products are designed to deliver a fast-acting, consistent, trusted psychoactive experience for consumers.
How fast-acting? Unlike current edibles that can take up to 90 minutes to take effect, these drinks will produce sensations in about the same amount of time as an alcoholic beverage, just as Jon dreamed of years ago.
Keith believes Americans are ready to enjoy a new way of socially consuming cannabis products, by drinking rather than by smoking. Like us, he sees the opportunity and the demand for such products. CERIA is working closely with ebbu to use our patented, lab-tested cannabis formulations, which can be consistently dosed and delivered in a true liquid-soluble format.
These cannabis formulations will be processed and infused into the CERIA concoctions, then sold chilled in licensed dispensaries to consumers 21 and older, first in Colorado, then in other states where the use of recreational marijuana is legal.
(Keith and Jodi Villa)
CERIA will be brewed just like an alcoholic craft beer to maintain its beer taste and aroma, but will then be de-alcoholized prior to the infusion of cannabis. This process means the final product will be have less calories than traditional beer. The drink will come in at least three strengths—light, regular and full-bodied—and offer a choice of sensations, such as chill, bliss and energy.
This partnership furthers our goal of partnering with category-leading companies to mainstream adult-use cannabis by creating consistent, predictable sensations.
We know Keith is the right person to make this groundbreaking mainstream product happen because when he created Blue Moon in 1995, he basically introduced craft beer to the average American beer drinker. It has since of course grown to become the largest craft beer in the country. And Keith also understands the science: He is one of the few people in the world to receive a doctorate in brewing science, writing his dissertation on complex biochemical reactions in beer. In fact, the name CERIA comes from the university campus in Brussles, Belgium where he studied.
We have always loved what Keith stands for, and we are honored and thrilled to partner with him, his wife Jodi and the CERIA team to bring this pioneering product to cannabis consumers. And we seriously can’t wait to get our first sip of CERIA—and to see that “Powered by ebbu” logo on its label.