After earning his Ph.D. in brewing from the University of Brussels in Belgium, an honor only a handful of brewers have achieved, Keith Villa came back stateside with the idea of crafting beers inspired by Belgian styles, but with a twist. His first interpretation turned out to be one of Coors Brewing Company's most popular beers, Blue Moon Belgian White and in 1995, the Blue Moon Brewing Company was created. In 2018, Keith retired from MillerCoors to launch CERIA Brewing Company, dedicated to brewing the finest non-alcoholic beers, including a product line infused with cannabis.

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