(ESPN) - The Sandlot, a microbrewery inside Coors Field, is where Blue Moon was conceptualized. In 1995, Keith Villa had just returned from the University of Brussels having earned his doctorate in beer brewing, when he began working on a Belgian beer that would become Blue Moon. Blue Moon's story is pretty well documented. Funded by MillerCoors, it's now the 18th-largest beer brand in the U.S., according to Beer Marketer's Insights.