Blue Moon's Slogans & Taglines

Blue Moon Belgian White is a Belgian-style witbier that redefined American craft beer from an unlikely birthplace: a baseball stadium. Created in 1995 by brewmaster Keith Villa at the Sandlot Brewery inside Denver's Coors Field, it began as Bellyslide Wit before a fan's remark—<"A beer this good only comes around once in a blue moon"—gave it its enduring name. Villa, who earned his PhD in brewing in Brussels, crafted an American interpretation of the Belgian classic: unfiltered and hazy, but brewed with Valencia orange peel for subtle sweetness rather than traditional Curaçao, and finished with oats and wheat for a creamy, approachable body. The brand's early tagline, "Handcrafted once in a blue moon," captured its specialty spirit. Perhaps its most iconic innovation was the orange wheel garnish—an American addition that heightened the citrus aroma and became a ritual in bars nationwide. Brewed by Molson Coors under the Blue Moon Brewing Co. name, it grew from a ballpark experiment into the top-selling craft-style beer in the United States, proving that a little Belgian inspiration, filtered through American creativity, can change an entire industry's palate.