ARVADA, Colo. — CERIA Beverages, the THC-infused craft beer launching in late 2018, has appointed former Coca-Cola and MillerCoors industry executive Douglas C. Christoph as Chief Marketing Officer (CMO). The announcement was made today by Keith Villa, Ph.D., CERIA’s co-founder and head brewmaster.
CERIA was co-founded by Villa and his wife, Jodi Villa, Chief Executive Officer. Keith Villa is a beer industry innovator and before his retirement in January 2018, was creator of Blue Moon Belgian White Beer for the Coors Brewing Company.
Christoph, who will maintain his current managing partner position at beverage industry advisors Intercontinental Beverage Capital (IBC), will be responsible for driving the marketing strategy for the new cannabis-infused non-alcohol craft beer rolling out first in Colorado, then expanding to the growing list of states where the use of recreational marijuana has been legalized.
He will focus efforts on crafting CERIA’s brand strategy, messaging platform, and will leverage consumer and industry insights to help guide the successful introduction and growth of the brand. CERIA and Christoph have already enlisted support from top marketing agencies including Trinity Brand Group, based in Berkeley, Calif.
Christoph was previously Vice President-Global Marketing, Customer Business Development for The Coca-Cola Company, and prior to that, held various management positions over a 10-year career at MillerCoors.
“Doug impressed us with his multi-cultural global brand expertise working at Coca-Cola and Miller, then later at IBC spearheading strategies to drive growth and profitability for its various beverage clients in the emerging products space,” Jodi Villa said.
Keith Villa adds, “He’s also well versed in the challenges unique to emerging beverage brands. He knows both the alcohol and non-alcohol side of the business, which is especially important since CERIA will be launched as a THC-infused non-alcoholic brand.”
CERIA (pronounced “SAIR-ee-uh”), will introduce a line of cannabis-infused non-alcohol craft beers containing THC, a key psychoactive chemical from cannabis plants that affects how one feels by creating pleasurable sensations. The beer, sold initially in licensed dispensaries only, will be offered with three distinct sensations.
Christoph received a Bachelor of Business Administration – Marketing from the University of Wisconsin. A resident of Atlanta, he is married with one grown son. He often travels to Southeast Asia as part of ongoing support for the Cambodian Children’s Fund, which exists to transform the country’s most impoverished kids into tomorrow’s leaders though education, family support and community development programs.
About CERIA Beverages
CERIA Beverages, a Delaware C corporation, is located in Arvada, Colorado. For more information: ceriabeverages.com