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Belgian Moon: Anatomy of a “crafty” beer

Seriously enough

Here we go again.

Canada is about to be the benefactor of a “new” beer thanks to the increasingly greasy quest for big brewers to create/market/re-imagine/co-opt brands that deliver some sniff of “craft” credentials.

That is, Molson-Coors has announced that Blue Moon, a hugely popular beer sold by Miller Coors in the United States is coming to Canada.

Er, coming back to Canada for the first time?

Staying in Canada?

Shit, I don’t even know where to start with this one.

So let’s start from the beginning: Blue Moon is a Belgian-style, cloudy, unfiltered wheat beer that advertises notes of coriander and citrus and is served with an orange wheel garnish. It was developed by Coors. Its labelling says it is a product of Blue Moon Brewing Co. In the United States, it is usually mentioned in at least the top three names of beers that seem developed by big brewers to intentionally mislead people into thinking it is a craft beer. Case in point, this statement from the American Brewers Association, issued in December of 2012: Continue reading