In the brewing biz, beer consumed out on the town is referred to as an on-premise sale. Beer that is purchased at grocery or liquor stores is an off-premise sale. Beer at a bar, on-premise.
On-premise beer sales understandably took a huge hit during the pandemic, but with the world finally normalizing people are drinking out again. And two Molson Coors brands, Blue Moon and Peroni, have come back with a vengeance.
“There’s something magical about the experience of getting Blue Moon in that iconic glass with the orange garnish. Peroni has that badge value that really projects Italian style and sophistication,” says Joy Ghosh, vice president for above-premium brands at Molson Coors told Beer & Beyond. “These brands definitely felt the impact during the pandemic.”
“But drinkers and diners are back, and brands like Blue Moon and Peroni are recovering from the losses of the last two-plus years and are poised to win back even more growth moving forward,” Ghosh said.
“This year, we’re getting back a lot of tap handles, and we’re seeing the performance and health of these two brands change. Blue Moon has recovered more than 90% of the tap volume it had in 2019, while Peroni has earned back 86%.”
Peroni Nastro Azzurro is a premium pilsner beer from the brewery, Peroni di Roma, in Rome, Italy. Brewed to the original recipe since 1963, it is among the top 10 brands regaining sales in the on-premise, growing sales dollars by more than 46% versus last year and volume nearly 39% versus 2021, according Nielsen-CGA data.
Blue Moon is a Belgian White Belgian-Style Wheat Ale that has been brewed since 1995. Served in a tall, distinctly shaped glass with an orange slice, it’s a beer that moves about half of its volume through the on-premise, so its success in bars and restaurants can’t be overstated.
And according to the company both Blue Moon and Peroni seem well-positioned to weather the wavering economy…
“There’s a big role for beer during downturns,” Ghosh added. “There’s always going to be people wanting to celebrate and connect, over food, and other moments of magic that bring people together. That’s where brands like Blue Moon and Peroni come in.”
(Image credits: Molson Coors Beverage Company)