The mainstream U.S. market holds dramatic appeal. “We believe the potential for CBD-infused, non-alcoholic craft beer is larger than THC-infused NA craft beer,” says Villa. “When it comes down to it, more people are attracted to CBD today than THC. Drivers of CBD’s popularity include consumers’ beliefs that it works and has healing power to solve their health-and-wellness needs and issues—specifically, CBD’s therapeutic benefits, as well as its anti-inflammatory, anti-aging, and antioxidant properties.”
What does it take for sustained success in this market? “It has to taste great, come from a brand consumers trust, and be supported by exceptional marketing, including social media exposure, word-of-mouth testimonials, and support by retailers,” says Villa. “In states where it’s legal, CBD-infused non-alcoholic craft beer also benefits from a wider range of retail outlets, including licensed dispensaries, as well as liquor stores, grocery stores, and big box retailers.”
Craft NA beers infused with hemp or cannabis ingredients draw a dynamic, progressively emerging shopper demographic. “We’re finding our sweet spot is adults who practice moderation, especially in their social interactions with others,” says Villa. “Our products are microdosed so people can consume in moderation, consume responsibly, and socialize. If a consumer is looking to get high, there are other, more-effective, faster ways to achieve that goal. CERIA is the best of both worlds—a great-tasting beer with the mild, pleasurable effects of cannabis.”