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(Courtesy Blue Moon Brewing / Molson Coors)
We shouldn’t be surprised by Molson Coors’ announcement, higher-strength beers are just selling better right now, as are the single 19.2-ounce cans that dominate convenience stores.
Here’s the deal…
On April 2nd, Molson Coors, which is home to the Blue Moon beer line, made the BIG announcement, that it was offering a new take on its signature Belgian White Belgian-Style Wheat Ale, with a bolder 8% ABV.
As we’ve reported in the past, craft beer fans are increasingly gravitating towards beers with higher ABVs. But those beers tend to be IPAs, not Wheat Ales.
Senior Director of Brand Marketing Chris Steele suggested that some of those 21+ consumers might be seeking a higher ABV option that doesn’t come with the sometimes bitter bite of an IPA.
Brewed with the iconic combination of Valencia orange peel and coriander, Blue Moon Extra does seem like a smart alternative.
“A lot of higher ABV beer options are IPAs, so we’re offering this as a refreshing counterpoint,” Steele told Beer & Beyond. “Blue Moon Extra offers beer drinkers a higher-ABV option to enjoy this spring with the flavor they know and love, but without being too hop-forward.”
And unlike the other brands in the Blue Moon family, Blue Moon Extra is available exclusively as single 19.2-ounce cans. This allows the brand to better appeal at convenience stores, where single cans with higher-ABVs are extremely popular.
According to Circana, dollar sales for singles in c-stores in 2024 were over $7.4 billion, a 4.4% increase over 2023.
It’s been a busy year-and-a-half for the Blue Moon family. At the end of 2023, it introduced Blue Moon Non-Alcoholic. Later in 2024, the brand unveiled a brand-new visual identity, unifying the brands and making them pop on shelves, before launching a new campaign. That coincided with renaming Blue Moon Light Sky to Blue Moon Light to create a clearer connection to the Blue Moon portfolio.
“Blue Moon is continuing to find ways to make every beer occasion brighter through its offerings,” added Steele “Blue Moon Extra is the logical next step for the brand family.”
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