Beer/wine hybrid drink coming out in test markets
on 18/12/12 at 12:06 pmBooze News
Blue Moon’s story is pretty well documented. Funded by MillerCoors, it’s now the 18th-largest beer brand in the U.S., according to Beer Marketer’s Insights.
Popularized by the famous orange, which Villa convinced bartenders to carry, you can find Blue Moon — and a slice of citrus — just about anywhere in the country.
What many don’t know is that Blue Moon was conceptualized at the Sandlot, a microbrewery located inside Coors Field that has served as the developmental ground for the entire Blue Moon label operation.
Come up with a concept. Make the beer. Bring it to Rockies fans and see the reaction.
Villa put the beer and Chardonnay grapes in the same barrel at the Sandlot and called his 51 percent beer, 49 percent wine creation Vintage Blonde Ale.
Those who had tasted it at the ballpark weren’t too keen on it at the time, so Villa didn’t do anything for about a decade.
When he resurrected it again in small batches, it started to win awards over and over again.
In an effort to see if the beer/wine hybrid would now be received by the mass market, Vintage Blonde Ale was released in five test markets — Chicago, western New Jersey, Denver, Seattle and San Francisco — last year.
It sold out.
Full disclosure: I know this because I loved the combination so much I purchased a case, but I could tell the supply was dwindling.