Following a busy career with the second biggest American beer maker, Keith Villa, holder of a PhD in brewing sciences, decided to create his own brand, concocting a very unusual formula made using … cannabis. This Belgian-style nonalcoholic beer, infused with Indian hemp, sold out completely in less than four hours. The quantity of THC (the chemical element that gives cannabis its euphoric effects) in the beer is not specified, but one thing’s for sure, the “taste” of cannabis is having a “polarizing” effect on a large part of the clientele. While we’re on the subject, why not an alcoholic cannabis beer? Because, in the North-American market coveted by the brand, sales of drinks that combine alcohol and marijuana are banned.