Life used to be so predictable. There was a “thing” called 9-5, which led to a “thing” called the 5 o’clock tipple, which led to a “thing” called Happy Hour. No one works like that anymore. For the past eighteen months we haven’t even been working in offices. But the agency that doesn’t even have a fixed address (according to its name) has made no fixed working hours a brilliant promotional opportunity for its client, brewer Blue Moon.

Welcome to the era of the Happy Hourglass, an era in which happy hour is any hour you want it to be. The bottom of Blue Moon’s limited-edition drinking vessel holds a real hourglass with sand, hand-crafted by a New York City-based glassware artisan. Once you flip the glass, you can fill it with a refreshing pour of Belgian White wit-beer, garnish with Blue Moon’s signature orange wheel garnish, and 60 minutes of happy hour begins.

Happy hour is yours to make at any time that fits your new work schedule.

“Happy hour looks a little different these days, but one thing that hasn’t changed is enjoying a Blue Moon,” stated Joy Ghosh, vice president of marketing for above premium beer at Molson Coors Beverage Company. “Channeling the shape of our signature glass, the Blue Moon Happy Hourglass helps you carve out that much-needed time to unwind and celebrate happy hour, your way.”

“The world has changed and so should happy hour,” added Bianca Guimaraes, partner and executive creative director at Mischief @ No Fixed Address. “That’s why Blue Moon, the iconic happy hour beer, is launching glasses which liberate that special 60 minutes from the shackles of 5pm. Happy hour is at its happiest when it’s on your time.”

Anyone in the US (over 21) can apply to win a New Blue Moon Happy Hourglass. (It’s a sweepstake.) “And if you’re in Denver, ask for a Happy Hourglass at the Blue Moon Brewery in Rino to unlock an hour’s worth of Blue Moon Beer specials, even if it’s not 5 o’clock,” Blue Moon notes.