Our love for brewing great beer doesn’t stop at what’s been done before. Beer has always had an essential role in our culture at the center of celebrations, connections and even relaxation. After retiring from brewing nationally renowned craft beers, I was eager for a new challenge. That’s why we founded CERIA Brewing Company — to create great-tasting non-alcoholic brews,so that no matter why you choose not to drink alcohol, you can still enjoy a great tasting brew. We’ve crafted these brews with you in mind.
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At CERIA we are committed to quality in everything we do. That’s why we set sky-high standards for our ingredients, our process and for the experience we deliver. We brew only the highest quality brews – always flavorful, always smooth and drinkable – and gently remove the alcohol.
We’d love to hear about your quality experiences with CERIA NA. Hit us back with your thoughts and stories at firstname.lastname@example.org
Our Brewing Process
We craft our Grainwave and Indiewave brews using traditional, proven brewing techniques and high-quality malts, hops and spices for optimal flavor. Once we’ve arrived at the perfect liquid, we gently remove the alcohol at a low temperature to create the most flavorful non-alcoholic brew possible. We test CERIA NA samples constantly to ensure we're offering an incredible tasting brew that delivers an extraordinary experience every time.
How Did I Get Here?
by Keith Villa
Some people say, “do what you love, and you’ll never work a day in your life”. Well, if that were the case, I guess I’ve never worked. My passion for creating new beers that millions of people enjoy, and travelling worldwide to expand these beers’ distribution, is what I love.
But how did it all begin for a Hispanic kid who grew up in North Denver in the 1960’s and 70’s? From Altar Boy to Microbiologist. From earning a Ph.D. to Brewmaster?
Two of the things that shaped my life happened in high school. First, I met my future wife, Jodi. Second, I decided I wanted to become a pediatrician. While the prior began as simple as a first date, the latter required that I get some education. After high school, I attended University of Colorado (CU) at Boulder where I was a pre-med student majoring in Molecular, Cellular and Developmental Biology. I was set to follow that with a medical degree, but the sound of the beer world was calling me.
I responded to an advertisement for a research position at Coors Brewing Company and, having already published scientific articles and worked at CU’s Molecular Biology Laboratory, I got the job at Coors! This was in 1986, and I was 24 years old.
About one year after working at Coors, Jodi and I moved to Brussels, Belgium where I spent another four years researching and working on my Ph.D. in Science with a Brewing Specialization at the University of Brussels, CERIA campus (bonus points if you already knew where our name originated!). In addition to earning a Ph.D., I gained a huge appreciation for Belgian beers, including the history of Belgian beers, how to pair beers with food and the many ways the Belgians brew their unique beers. It was then that I returned to the states and, in 1995, created Blue Moon Brewing Company, an operating unit of Coors Brewing Company.
This was the time the craft beer industry was just emerging, and Blue Moon was one of the first of what would become a huge market segment. So many times people tell me that they remember where they were when they drank their first Blue Moon beer with an orange garnish (I started the orange slice garnish in 1997!) When I retired from MillerCoors in 2017, Blue Moon was (and still is) the largest craft beer brand in the world.
This was the time the craft beer industry was just emerging, and Blue Moon was one of the first of what would become a huge market segment.
So, how did I get here? How did I get to the point where Jodi and I started CERIA Brewing Company, a brewing company that makes non-alcoholic beer, both infused with cannabis and non-infused? It was the perfect storm of the highest degree of education, decades of experience, and the pure love of everything related to the craft beer industry.
GROWTH OF CERIA BREWING CONTINUES WITH LAUNCH OF ITS NA CRAFT BEER IN TEXAS AND PUERTO RICO
ARVADA, Colorado (April 7, 2021) – CERIA Brewing, co-founded in 2018 by creator and former Blue Moon brewmaster Keith Villa, Ph.D., announced today the continued growth of its non-alcoholic craft beer with its Spring 2021 launch into Texas and Puerto Rico. This brings to 18 the number of states and U.S. territories where the brand’s nonalcoholic (NA) Grainwave Belgian White Ale and NA Indiewave West Coast style IPA are available in liquor, grocery, and convenience stores, through a total of 39 distributors.
Expansion into Texas In Texas, Ambiente Beverage, founded in 1989 and based in Austin, will begin distribution of CERIA NA to fine retailers such as H-E-B Grocery, Central Market and Whole Foods, according to Ambiente Partner Michael Salas. “Working with Keith and knowing his passion for quality makes it exciting to partner with CERIA early in an expanding category. His prior relationships will help foster and educate the market about the non-alcoholic craft beer segment,” said Salas. Ambiente Opco, LLC (“Ambiente”) is one of the largest value-added distributors of craft beer, fine wine, artisan sprits, and specialty beverages in the State of Texas. (www.ambientebeverage.com)
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First NA Craft Beer in Puerto Rico CERIA is the first NA craft beer available in Puerto Rico. The company signed with Ballester Hermanos Inc., founded in 1914 and headquartered in Catano. “As the interest and popularity of NA Beers have increased in the U.S. market, we wanted to partner with a great startup company and a well respected veteran of the craft beer movement,” says Ballester Hermanos Craft Beer Portfolio Brand Manager José R. Maldonado Rodríguez.
“There are many reasons to enjoy an NA beer today. For years, we have seen consumers be more conscious of their own health with the selection of their brands. NA beers are not only for pregnant women, but also for those wanting a refreshing drink that provides recovery after exercise. Without compromising the quality or taste of their beers, CERIA has hit a home run with Grainwave and Indiewave.
“You can grab as many as you want without having a hangover the next day. It’s a real craft beer without alcohol,” says Maldonado.
Confirmed retailers include The House and Supermax.
Among establishments on the island serving the brand is La Esquinita Beer Garden in Bayamón whose owner Kike Fernández, says, “Beer fans in Puerto Rico have been missing a flavorful NA alternative. It’s finally here and it’s awesome.”
Adds 16-year craft beer industry veteran and Certified Cicerone Zalika Guillory, owner of La Taberna Lupulo in Old San Juan, the first craft beer bar on the island, “CERIA NA beers allow you to enjoy the great flavor of craft beers without having to worry about how many you consume. La Taberna Lupulo is very excited to carry the brews of such a well respected veteran of the beer industry.”
Ballester Hermanos has a sales force of over 400 professionals who use the latest technology to serve more than 5,000 customers in Puerto Rico. (ballesterhermanos.com)
New Alcohol-Free Belgian-Style White Ale and West Coast IPA
Grainwave NA is a refreshing, medium-bodied Belgian-Style White Ale, containing only 77 calories, which is brewed with blood orange peel and coriander. It is then dealcoholized to 0.00% alcohol by volume (ABV), thus eliminating all alcohol.
CERIA Indiewave NA, at 99 calories, is a flavorful West Coast IPA that perfectly balances Cascade, Citra, and Amarillo hops with light caramel malts for a smooth citrusy character, then is also dealcoholized to 0.00% ABV.
Forecasting Tremendous Growth
The non-alcoholic beer market is anticipating tremendous growth in the coming years, according to Dr. Villa, who retired from MillerCoors in 2018 to start CERIA Brewing with his wife and co-founder Jodi Villa.
NA beer is the fastest growing segment of the global beer market. Currently an approximately $17 billion industry, according to IRI, it is expanding at a CAGR of 7.5% and is expected to reach $25 billion in 2024. In the U.S., NA beer represents an approximately $728 million market, and at a CAGR of 38%, is growing faster annually than the global rate, according to IRI and CraftBrewingBusiness.com.
Dr. Villa adds, “Interest in better health and wellness, active lifestyles, and a reduction in alcohol consumption is fueling the NA trend.
“Beer drinkers realize an NA such as Grainwave or Indiewave offers the great taste of beer without any downside, especially during the pandemic when health and wellness continues to be top of mind,” the brewmaster says.
“There are no restrictions where or when it can be consumed. It’s the anytime, anywhere beverage – on the golf course or tennis court, or while biking, hiking, fishing or performing numerous other activities where one needs to maintain their edge while enjoying a great tasting beverage.”
About Ambiente Founded in 1989, Ambiente Opco, LLC (“Ambiente”) is one of the largest value-added distributors of craft beer, fine wine, artisan sprits, and specialty beverages in the State of Texas. Headquartered in Austin with three additional distribution centers in San Antonio, Dallas, and Houston, Ambiente has become the state’s premier distributor for supplying superior products to retailers, restaurants, premium supermarkets, luxury hotels, and five-star resorts across Texas. Ambiente’s Beer Division was formed in 2019 when Ambiente acquired Hops and Vines Distributing to create the first statewide beer distributor in Texas that was independent from large supplier conglomerates. For more information on Ambiente’s Beer Division, visit www.ambientebeverage.com.
About CERIA Brewing Co. CERIA, Inc., a C corporation, dba CERIA Brewing Company, is headquartered in Arvada, Colorado. The company was co-founded in January 2018 by Keith Villa, Ph.D., creator and former brewmaster of Blue Moon Brewery, and his wife Jodi Villa, CEO. In late 2019 the company won the prestigious “Startup of the Year” Award presented by Food Dive, a leading industry news publisher.
For more information: NA.Ceriabrewing.com, @ceriabrewing #ceriabrewing, hello@CERIABrewing.com. CERIA Brewing Company, P.O. Box 746560, Arvada, CO 80006 See the brand on Amazon.com here: https://tinyurl.com/ceriabrewing
Media Contact: Jeff Blumenfeld CERIA Brewing Co. Arvada, Colorado 203 326 1200 c,