Blue Moon Beer Gets Into the Orange Business

Since 1995, Blue Moon and oranges have been inseparable - from Valencia orange peel in the brew to its signature full-wheel garnish. For its 30th anniversary, Blue Moon is entering the orange business and rebranding the orange to what it truly is: BlueMoonGarnish. But this isn’t just a name change, it’s a movement. Orange sweater? BlueMoonGarnish sweater. Orange chicken? BlueMoonGarnish chicken. The Orange Line in Chicago? Welcome to the BlueMoonGarnish Line. Wherever you see the colour formerly known as orange, you’ll now see BlueMoonGarnish.

Created and produced by Mischief @NoFixedAddress and hungryman, the BlueMoonGarnish campaign includes a comedic video visiting the BlueMoonGarnish farm, influencer partnerships, and eye-catching contextual out-of-home placements in high-traffic areas across the country, such as Chicago and Boston’s Orange Lines (now BlueMoonGarnish lines), all designed to brighten feeds and city streets alike.

Starting September 10th, Blue Moon fans 21 and older can visit BlueMoonGarnish.com and, with the purchase of Blue Moon beer for delivery in Chicago, Indianapolis, Las Vegas, Nashville, New York, Philadelphia and Pittsburgh, they will receive a complimentary bag of BlueMoonGarnishes – custom-labelled oranges designed to garnish and brighten their Blue Moon beer.

“For three decades, a Valencia orange garnish has been part of the Blue Moon experience, so we thought why not make it official and give oranges the name they were meant to have: BlueMoonGarnish,” says Courtney Benedict, vice president of marketing for Above Premium Beer at Molson Coors Beverage Company, “This is more than a garnish – it’s a celebration of what makes Blue Moon a Blue Moon.”