MillerCoors Expands Blue Moon ‘Something’s Brewing’ Campaign

DENVER – There’s something brewing at Blue Moon Brewing Company this year, and it’s not just beer. As Blue Moon celebrates its 21st birthday, the brewery is bringing together like-minded creators with new advertising, events and a new brewery. The collaborations will explore and embrace the creative process across artistic forms, rounding out the year with food, music, art and, of course, great beer.



Blue Moon launched a new advertising platform this year, entitled “Something’s Brewing.” The first ad featured founder and head brewmaster Keith Villa, whose imagination led him to create Blue Moon Belgian White, a Belgian Wit brewed with an artful twist.

The campaign will also feature other creators who always add an inspired twist to their creations: Los Angeles chef Roy Choi of Kogi fame and indie-rock band Family of the Year. Ads featuring Choi began airing this week, with Family of the Year appearing in ads later in the summer.

“I have always pulled inspiration for the beers I create from my travels and the creative people I’ve met along the way,” says Villa. “I’m thrilled to team up with Roy and Family of the Year to pair our art forms and see how each of our creative processes influences the others.”

“Collaboration is essential to my creative experience,” said Choi. “I am inspired by the things around me—people, music, beer—to push the boundaries and create original food and dining experiences.”

The TV ads, created by Venables Bell & Partners and directed by Dante Ariola, focus on how these visionaries manifest the creative spirit to bring forward celebrated works. Behind-the-scenes footage from both Choi and Family of the Year’s advertisements can be viewed here.

Choi’s partnership with the brewery also includes numerous ‘Fresh Takes’ recipes which are inspired by and include Blue Moon beers. The recipes can be found at


Blue Moon’s 21st year will also feature a new first: the opening of a roughly 26,000 square foot pilot brewery in Denver’s River North Art District. The brewpub has the capacity to seat 450 people, including an open-air patio facing the mountains that will seat 150 and a 50-seat special events room nestled among the brewing vessels. The new brewing system will feature a two-barrel pilot system for test beers and offers a brew house capable of 20 to 35 barrels with an annual capacity of 10,000 barrels.

Led by chef Darrell Jensen, the restaurant menu will feature local ingredients designed to complement the beer. With 24 beers on tap and a full-service kitchen, the new brewery will join Blue Moon’s original home base, The SandLot in Coors Field, as a canvas for creating, testing and enjoying new Blue Moon beers and food.

About Blue Moon Brewing Company

Blue Moon Brewing Company takes pride in the quality and creativity of its beers and embraces the process it takes to get there. Our founder and head brewmaster, Keith Villa, dreamt up Blue Moon Belgian White while spending time living and learning in Belgium. Years later, we still pull inspiration from the people and places around us. Since our first creative twist in 1995 in Denver, we have continued to have fun experimenting and trying out new styles for our fans to enjoy. That’s why at Blue Moon Brewing Company, something’s always brewing. More information is available at

About Roy Choi

Born in Seoul, Korea and raised in Los Angeles, California, Roy Choi is a graduate of the Culinary Institute of America and later worked at the internationally acclaimed Le Bernardin. In 2010, Food and Wine named him Best New Chef. Most recently, he was included in the 2016 TIME 100 Most Influential People in the World list. Roy resides in Los Angeles where he is the co-owner, co-founder, and chef of Kogi BBQ, Chego!, A-Frame, Commissary, POT and LocoL.

About Family of the Year

With their Billboard radio chart debut, Family Of The Year saw “Hero” reach #1 on the Triple A Top 30 Radio Chart, sitting Top 5 for a record-breaking four months. “Hero” also landed Top 10 at Alternative Radio. Featured in the Oscar-nominated, Golden Globe-winning film “Boyhood”, the film trailer and official soundtrack, “Hero,” has garnered over 115 million YouTube and Spotify streams in the US. The band’s self-titled follow up album was released September 2015 and features lead single, “Carry Me.” Family Of The Year has performed on The Tonight Show With Jay Leno, Jimmy Kimmel Live!, CONAN and Last Call With Carson Daly. Also, MTV2 added Family Of The Year to “Artist To Watch.” All this follows emerging artist features with USA Today, Entertainment Weekly, Billboard, Amazon, Interview Magazine, Paste, SonicBids and more. Formed in 2009, Family Of The Year is Joe Keefe (lead vocals, guitars), Sebastian Keefe (drums, vocals), James Buckey (guitars, vocals) and Christina Schroeter (keyboards, vocals). | |