Blue Moon owes much of its nearly unstoppable sales success to the orange. While most wheat beers had historically used lemon garnishes, Blue Moon founder Keith Villa began encouraging bartenders to hang oranges on glasses of the brew back in 1997. And that simple act sparked a sales spurt that continues to this day.
But strangely, the orange has never been featured prominently on the brew's packaging -- until now. In its most significant design overhaul since the brand launched in 1995, Blue Moon is going for a brighter look that includes a glass of beer shown garnished with an orange on all six- and 12-pack packaging.
The goal is to spur sales in stores by more directly tying the packaging to the bar rituals that put Blue Moon on the map. Presently, "there is a bit of disconnect between the brand that [drinkers] know and love on-premise that is bright and inviting and really creative with the glass and the orange," said Ashley Selman, senior marketing director of Tenth and Blake, which is the craft and import beer division of Blue Moon-owner MillerCoors.
The new packaging is by brand design agency Soulsight and will hit stores in April.