Villa gets pissed off when people denigrate his beer. The brand continues to thrive. I enter a bar, look over, and see the Blue Moon neon. I go up to the bar and see the Blue Moon tap handle. All around the bar I see people drinking Blue Moon.
By Aaron Goldfarb Updated June 07, Save FB Tweet More. Blue Moon Brewery. Keith Villa. His solution was obfuscation. The motive of his rationale is simple: studies on organizational behavior show that, as consumers, we believe smaller companies produce higher quality products. Today, MillerCoors employs a variety of tactics to ensure that: 1. Its customers are uninformed about the true origins of Blue Moon, and 2. It is able to pass off Blue Moon as a craft beer, and, as such, keep it relevant in the eyes of its craft-crazed consumers.
According to the stipulations laid out by the Brewers Association, Blue Moon is far from being considered a craft beer, and MillerCoors knows it -- yet they have still marketed it to consumers as a craft beer. As craft beers really started to take off in , MillerCoors realized it had to do everything it could to conceal its association with Blue Moon, and make it seem as if it were an artisan brew.
In order to sell Blue Moon as an artsy, hand-crafted, small batch beer, the big-name brand decided it best to exclude any mention of its name from packaging. On bottles sold in the U. In the U. Bottles in the U. The Brewers Association, which fights for the rights of craft brewers, took issue with this in a statement a few years ago:.
While some weiss and hefeweizen beers are commonly served with a slice of lemon in North America, Blue Moon is traditionally served with a slice of orange, which is meant to accentuate the flavor of the brew. Creator Keith Villa of Molson Coors admitted the orange slice garnish was mostly for attention-getting when Blue Moon is served in a bar. Many beer drinkers do not prefer fruit slices in their beer, and indeed it is often frowned upon since citric acid can eliminate the beer's frothy, flavorful head.
Traditionalists may prefer to have the brew served in a wheat beer glass instead. As with the tradition of unfiltered wheat beer, it is suggested to leave a small amount of the beer with sediment at the bottom of the bottle, then swirl it around in order to pour it into the glass, creating a thick head on the beer. At the time, the American beer market was flooded with lagers, and the cloudy appearance of the unfiltered Belgian White Style Beer was unfamiliar.
He also noticed that bartenders were serving Blue Moon with a lemon slice, a typical garnish for a tart Belgian Wit. Keith knew he had a winning beer, so he persisted, hand-selling Blue Moon from bar to bar and adding his unique garnish, an orange wheel, to help highlight the citrus aroma and enhance the drinking experience.
Eventually, Blue Moon gained recognition, winning over drinkers and inspiring brewers across the country. In doing so, Blue Moon catapulted the craft movement forward, helping to shape the modern American beer scene. Sign up now to receive the latest news and information from Blue Moon and its affiliates!
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