• by Karlene Lukovitz  @KLmarketdaily, August 4, 2016

In March, Blue Moon replaced its “Artfully Crafted” tagline and creative with a new campaign, “Something’s Brewing,” from its new agency, Venables Bell & Partners.  

The first spot in the campaign — which aims to convey the brand’s connections to creativity — featured Blue Moon founder and head brewmaster Keith Villa. Villa talks about the creative process behind the beer, with a fanciful backdrop of its home city, Brussels, Belgium, fashioned from origami, and oranges falling from the sky.

Now the brand is introducing two more spots, this time featuring creative types from the worlds of cuisine and music. One that’s now airing (see below) stars Los Angeles-based chef Roy Choi, known for creating the Kogi BBQ gourmet Korean food trucks business. A second, to debut later this summer, features indie band Family of the Year.  

Two-minute “behind the scenes” videos featuring Family of the Year, as well as Choi, are also hosted on YouTube.

Choi has also created exclusive recipes that pair well with Blue Moon, hosted on the brand’s site. 

In addition, the brand, which is celebrating its 21^st anniversary, is opening a new, 26,000-square-foot pilot brewery in Denver’s River North Art District, which joins the brand’s small, existing Sandlot Brewery in Coors Field. 

In addition to serving as a center for developing new Blue Moon varieties, the facility boasts a brewpub. The pub offers 24 beers on tap and includes a restaurant led by chef Darrell Jensen, with a menu featuring local ingredients. It also offers an open-air patio facing the mountains, and an events room.