Nothing has divided Beer Wars viewers more than Rhonda and Moonshot. Reactions are very black and white. Some see Moonshot as a “gimmick” and a “marketing ploy” and others see Rhonda as a trailblazer who has a right to see her beer succeed.
Unfortunately, Moonshot’s future has been cut short by the FDA who lumped it together with Four Loko and others and forced it off the market.
Rhonda has put out an appeal to get Americans to “lobby” for her right to sell Moonshot. Whether Moonshot appeals to you or not, the bigger question is whether Moonshot was caught up in the wrong net.
Here is the appeal in Rhonda’s own words:
January 31, 2011
As you may already know, New Century Brewing Company has ceased production of Moonshot ’69 per order of the federal Food and Drug Administration. Please help me bring it back by signing the on-line petition at www.moonshotbeer.com
. Additionally, you can stay up to date by visiting the Facebook
page or following on Twitter
On November 17, 2010, the FDA sent warning letters to four brewers that produced caffeinated malt beverages. By that time, three of the companies were notorious for their high-caffeine, high-alcohol, high-sugar, fruit flavored “energy drinks” which were sold in oversized cans and marketed to minors. The fourth company was New Century Brewing.
Moonshot, my all malt, craft-brewed pilsner, bears absolutely no resemblance to the products that brought about the FDA’s demand to reformulate. I stand by my product’s formula which includes a standard 5% alcohol by volume and 69 milligrams of caffeine (which equals about a half a cup of coffee). I also stand behind my marketing strategy and take pride in the responsibility of my loyal customers.
The practice of enjoying alcohol and caffeine together is nothing new (Irish coffee, rum and Coke, Red Bull and Vodka, coffee stout…), but the abuse of the law by some brewers is a legitimate concern. It is imperative, therefore, to find an acceptable level of caffeine that all beer producers can adhere to.
If you want to read more, here are recent articles from the Boston Globe and the Washington Examiner.
Tags: Food and Drug Administration, Moonshot, New Century Brewing Company, Rhonda Kallman