Many argue that Blue Moon isn’t a craft beer to begin with, since it’s owned by Molson Coors. But it does share in that segment and intends to shore up its sales with a brighter look that stand out at retail.
Here’s the deal…
Blue Moon is looking to get “brighter” in 2024 with revamped packaging, an expanded marketing campaign and a new look and name for Blue Moon Light, formerly Blue Moon LightSky.
The company has announced that it will be modernizing Blue Moon Brewing’s entire family of brands, including its flagship, Belgian White Belgian-style Wheat Ale next year, its first brand update since 2019.
“The new look comes at a time when craft beer is weathering challenging trends,” Rose Sokolnik, senior marketing manager for Blue Moon brands told Beer & Beyond, “yet consumers have shown a penchant for above-premium options. Blue Moon sits in the middle of both segments.”
“Blue Moon sits in this unique position in above premium, with craft roots and mass appeal at the same time,” she says. “In the past few years, we haven’t been telling a unified story, and Blue Moon’s new look brings all the brands together.”
Starting in February, beer fans will see the new packaging for Blue Moon’s family of beers, including Belgian White, Mango Wheat, the renamed Blue Moon Light and Blue Moon Non-Alcoholic Belgian White Belgian-Style Wheat Brew, which launches in December.
It’s a more contemporary look, leaning hard into the stylized blue moon and banner text that is so linked to the brand.
And according to Sokolnik the new imaging did well in consumer tests, where panelists said the beers were easier to find on shelves.
The end result, Sokolnik added, is “a brand family that can stand together coherently, whether on shelf or as part of a floor display.”
Blue Moon’s “brighter” look will also figure into its expanded “Made Brighter” marketing campaign next year, which will include a new TV ad and retail rollout.
“While the craft segment continues to be soft, Blue Moon continues to outperform: in the last 12 months, its brands have grown share of craft every month,” Courtney Benedict, vice president for above-premium beer, said last week at Molson Coors’ distributor convention in Orlando.
And with the debut Blue Moon’s new modernized look, Molson Coors intends to keep that sales momentum going.
“It is the year of Blue Moon Brewing Company,” Benedict added. “This is our time.”