I had a quick check and as far as I can tell the US label says “Belgian White Belgian-Style Wheat Ale” (which is horrific enough in its own way, but that’s a separate issue). As you can see, the UK label proclaims “North American Craft Beer”.
Blue Moon has become spectacularly successful in the US as a pseudo-“Belgian” product. Now, seemingly, the approach in the UK is to push it as a pseudo-American product. Over there the suggestible consumer gets the impression it’s from Belgium; over here it’s implied it comes from one of those little US craft breweries he’s heard about. I mean, doesn’t this stuff on the back label sound good:
“Blue Moon Brewing Company was born in 1995 in Denver, Colorado, U.S.A., when we added unique and subtle twists to old-world, handcrafted brewing traditions. Since then, not much has changed. Still just a bunch of friends having fun making great beer.”You can almost see the guys getting together on a Saturday to fire up a brew in the turkey fryer in the garage, can’t you? Poor sods probably have to stir the mash with a canoe paddle too.
You have to admire the sneakiness of this copywriting, which manages to slip in the feel-good words “handcrafted” and “traditions” without actually claiming those properties for the beer. Read the small print and learn it’s brewed in Canada, presumably at a Molson facility. So, apart from being brewed by different people in another country, no, not much has changed. Sure it hasn’t.
Blue Moon, disingenuous on both sides of the Atlantic.
+1 for Molson Coors on the Suckiness Index. Sorry folks.