By Andy Young

Blue Moon Beer has dropped its "artfully crafted" tagline as it adopts "something's brewing" as part of a rebrand that will also see new packaging released.

The new advertising campaign features head brewer Keith Villa talking about the creative process in beer brewing as the company looks to "shift the converation" surrounding craft beer and bring new consumers into the segment.

In a statement about the rebrand the company said: “Now in our 21st year, we’ve had an opportunity to reflect on where we’ve been and how to stay in touch with today’s changing craft beer consumer.

“Since the drinker’s world has evolved quicker than our creative expression, our articulation of creativity started to feel old and heavy. It became clear we needed to recruit new consumers into craft, and welcome drinkers into a beer that is both confident and playful, sophisticated and fun.”

The new packaging is described as being lighter with a more retro-style logo. The adverts highlight the unique style of Blue Moon beer, with the use of Valencia orange peels and coriander.

Blue Moon also released a behind the scenes video of Villa talking about his experience with Blue Moon and his creative spirit.

A spokesperson for Coca-Cola Amatil which distributes Blue Moon in Australia told TheShout that there were no immediate plans to bring the new packaging into the Australian market.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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