Moonshot Grounded

Ever since the FDA absurdly went after drinks that combine alcohol and caffeine, the future of New Century Brewing’s Moonshot Beer was uncertain. Founded by Rhonda Kallman in 2001, after she left the Boston Beer Co., New Century Brewing created a craft light beer, Edison Light, along with the caffeinated Moonshot, which debuted in 2004. Kallman was at Samuel Adams at the very beginning and helped to get their business off the ground and saw it through its first 16+ years before turning to something more personal.
Unfortunately, last year the FDA bowed to the pressure of neo-prohibitionist groups, who persuaded several state attorneys general to petition the FDA to make alcoholic beverages that include caffeine illegal based almost entirely on anecdotal evidence and despite the fact that people have been combining the two on their own for decades, if not centuries. While Moonshot was essentially not one of the products that anti-alcohol groups most objected to, the way in which it was produced pulled her into the list of brands made illegal by the FDA’s misguided ruling.

Thanks to the FDA, at least in part, the Patriot Ledger in Massachusetts is reporting that “Kallman is shutting down New Century Brewing for good this month.” Kallman was also recently featured in Anat Baron’s documentary film Beer Wars to much controversy. Many craft beer purists felt she should not have been part of the film because of the novelty nature of Moonshot, so I suspect many will not mourn the passing of her company or Moonshot itself. And that’s a shame to my mind, in a world in which beer is under near constant attack, I always felt we should have been more charitable to one of our own, even if we didn’t always agree with the choices Kallman made or even like the beer itself. I’ve always been of the opinion there’s plenty of good beers to talk about without running down those we don’t care for, and that the market will ultimately decide which beers succeed and which ones fail. We certainly should have opposed the FDA more strongly than we did as an industry, at least in my opinion. But c’est la vie, it’s water under the dam at this point. So I’ll just wish Rhonda a fond farewell and the best of luck on her next endeavor.

Rhonda Kallman with Todd Alström at the Blue Palms Brewhouse in L.A., the evening of the premiere of Beer Wars.


  1. jack van stone says

    Rhonda Kallman has a enduring spirit for the craft beer world.
    I believe that she will rebound again with another beer venture as we are sometimes hard pressed to find women in the beer industry (unfortunately) that are actively a beacon of light for those aspiring women that would be encouraged by her example and would want
    to follow in her footsteps.

    Best of Luck Rhonda

    Jack V.S.

    Lost Coast Brewery

  2. says

    Having only recently watched Beer Wars, I wondered how Moonshot had fared. Beer Wars portrayed her as an undaunted entrepreneur who put in long hours to get her product noticed. Too bad it was the FDA that noticed it.

    I wish her well. I hope Jack is right (I love Lost Coast’s brews).


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