Gimmick Beer (updated)

From a Wall Street Journal article (subs. req'd) about Blue Moon beer, a "craft" beer brewed by Molson --

Distributors credit the success of Blue Moon in part to its visual appeal in "on-premise" locations like bars. In what turned out to be a masterstroke of marketing, Keith Villa, Blue Moon's creator, decided that the company should suggest that bars to serve the beer with an orange slice garnishing the rim of the glass.

"When people saw a beer with an orange slice in it, it piqued their interest," says Jim Doney, president of Chicago Beverage Systems LLC. "They said, 'Hey, let me try one of those.' "

UPDATE 30 July 2009: Officer Crowley had the orange slice in the beer.

Photo: Ron Edmonds/AP