Our story begins in the Sandlot Brewery at Coors Field in Denver, Colorado, at the beginning of the 1995 baseball season. After earning his Ph.D. in brewing from the University of Brussels, our founder Keith Villa returned stateside with the goal of brewing well-crafted beers inspired by Belgian styles, with a refreshing twist. Amongst the many beers one fan favorite emerged, in true baseball fashion they called it ‘Bellyslide Wit’. Someone said, “A beer this good only comes around once in a blue moon,” and thus Blue Moon® Belgian White Belgian-Style Wheat Ale was born.
Knowing the American palate would appreciate a bit more sweetness than the typical tartness of a Belgian Wit, Keith brewed with Valencia orange peel to accomplish the signature, subtle sweetness that we all know and love today.
Our Signature Beer
Initially, Keith faced skepticism for introducing this new style of beer to drinkers. At the time, the American beer market was flooded with lagers, and the cloudy appearance of the unfiltered Belgian White Style Beer was unfamiliar.
Our Garnish Ritual
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.
Our Brand Today
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. Now, over 20 years later, Blue Moon is still the #1 craft in the US* and is now also delighting consumers in 25+ countries globally.
* Based on Nielsen xAOC+Conv. Data, 5/29/17-6/30/18.