As I noted last week, the Harpoon Brewery of Boston has created an unfiltered wheat beer to compete with the popular Blue Moon Belgian White by Coors. The brewery recently submitted its proposed label to the Alcohol and Tobacco Trade and Tax Bureau (TTB) for approval. Unlike the Coors product, which advertises itself as a Belgian-style Wheat Beer, Harpoon’s UFO White promotes itself as an “Unfiltered Wheat Beer.” And as I suggested in the last article, Harpoon has placed an orange front and center in its logo for the White, in case you needed any further guidance on the target market for the brand. No firm dates have been established for the brand’s release, but with the approval of the labels for bottles and kegs, and the upcoming Craft Brewers Conference, to be held in Boston in two months, I’d expect to see the brand rolled out pretty soon.
