Can’t say we didn’t see this coming. Rhonda Kallman, former Sam Adams executive and brewer of Moonshot 69, the gimmicky caffeinated beer featured in Beer Wars, is officially calling it quits. She will be shutting down her “brewery” (her beers were contract brewed) this month, and will no longer be heaving her cleavage at bartenders in the Boston area to convince them that a beer containing caffeine is a good idea.
Moonshot fell victim to the recent FDA ban on caffeinated alcoholic beverages and to the fact that it was a stupid idea in the first place. Some may blame the government on this one, but mostly it was Darwin’s work in the marketplace that scuttled Rhonda’s mission. At least she can blame the FDA for the failure and not the fact that Moonshot 69 never really caught on with beer drinkers.
I keep trying to think of ways to feel sympathetic here, but I’m having trouble mustering anything but satisfaction that this endeavor never got off the ground. I thought Moonshot 69 being featured in Beer Wars pretty much wrecked the film, as it was clearly a product that was all about marketing and not about making great beer. Moonshot 69 was more like something that “big beer” (the villain in the film) would do, not Sam Adams or Dogfish Head. It seemed like a product created to exploit the beer market, not make it better, and as a beer geek that ruffled my feathers. I’m glad Moonshot 69 is shot.
Still, it sucks to see someone’s dream die, and as we discussed here, it would have been better if the market had forced the issue and not the government.
If that bums you out, here’s some other rockets that failed to launch – stuff blowing up always makes it better!