This from AdvertisingAge:
Keith Villa has done this -- and a lot more. You name it and Mr. Villa has brewed with it. But he's not some fly-by-night home brewer out for a little fun in the garage. He is the founder of Blue Moon Brewing, where nearly two decades ago he created an American adaptation of Belgian white ale that has emerged as one of the fastest-growing U.S. beers.
Mr. Villa just might be the most influential beer man you've never heard of. But this part scientist, part artist and all-around brewing geek is coming out of the shadows. He is appearing for the first time in Blue Moon ads as the brand's owner, MillerCoors, pours more energy behind the man and his creations.
One more thing about Mr. Villa: He's a doctor. Of beer. No joke: He is one of only a handful of people in the U.S. with a Ph.D. in brewing, which he earned after four years of study at the University of Brussels and a dissertation on complex biochemical reactions.
In 1997, a breakthrough came -- in the form of a garnish. While wheat beers were usually served with a lemon, Mr. Villa began hanging an orange on the glass. He gave bags of oranges to bartenders, even including free cutting boards and knives.
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