• by Teresa Buyikian , 11 hours ago

Blue Moon is giving consumers a new lip-smacking way to enjoy its essential orange slice garnish.

The summertime brew has launched a new collaboration with lip treatment beauty brand Eos to create the limited-edition Blue Moon x Eos Valencia Orange Lip Balm.

Blue Moon is a Belgian-style wheat ale, also referred to as a “witbier,” and bars generally serve it with a fresh orange slice. Since customers may be at a backyard BBQ, beach or concert, and “not always carrying around a fresh orange,” the new citrus-flavored balm “provides a Valencia Orange taste wherever they may be.”

"The Valencia orange is more than a garnish. It's a core part of our identity and what makes a Blue Moon a Blue Moon," said Courtney Benedict, vice president of marketing, Above Premium Beer at Molson Coors Beverage Company, in the announcement. "Through this unexpected partnership with Eos, we're giving fans a whole new way to enjoy that iconic citrus taste --no Valencia orange required.”

The tasty balm, “specially crafted for fans 21 and older,” is housed in Eos’s sphere shape applicator and is made with shea butter, beeswax and coconut oil.

"This unexpected … collaboration captures everything we stand for—innovation, bold flavor, and turning everyday rituals into something crave-worthy and sensorial,” added Soyoung Kang, chief marketing and innovation officer at Eos in announcement.

The Blue Moon x Eos Valencia Orange Lip Balm is available now at evolutionofsmooth.com and shop.bluemoonbrewingcompany.com for $4.99  while supplies last.

Blue Moon has previously collaborated with New York's PopUp Bagels to create a beer-infused Blue Moon Beer Bagel and a Valencia Orange Cream Cheese. The brand also partnered with Rawlings and Hardscoop on Blue Moon Home Run Twist ice cream, which had a 2% ABV and was served in a mini Rawlings baseball helmet.