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(Courtesy Blue Moon)
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 “premium” status going into the holidays.
Here’s the deal…
Blue Moon is looking to further its credibility a premium beer in 2024.
So what is a “premium beer” you might ask? We’ll go with the most simplistic definition. Basically a premium beer is one that consumers consider a better quality and are willing to pay a “premium” price for.
And Molson Coors, who brew Blue Moon Beer, has made premiumizing its global portfolio a key part of its plans for 2024, because obviously it’s more profitable for the company if they are successful.
“We have great plans to fire on every cylinder of above premium beer,” says Courtney Benedict, vice president of marketing for above premium beer told Beer & Beyond.
The above-premium push is led by Blue Moon which is looking to 2024 with fresh new packaging that unites the brand family, a rebranded Blue Moon Light, new Blue Moon Non-Alcoholic and an expanded “Made Brighter” marketing campaign
(Courtesy Blue Moon Brewing)
“The new look comes at a time when craft beer is weathering challenging trends,” Rose Sokolnik, senior marketing manager for Blue Moon brands said, “yet consumers have shown a penchant for above-premium options. Blue Moon sits in the middle of both segments.”
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, one that leans hard into the stylized blue moon and banner text so linked to the brand. It’s also launching 19.2-ounce cans of Blue Moon Belgian White Belgian-style Wheat Ale and Blue Moon Light to appeal to craft consumers in convenience stores.
“We see Blue Moon as a beer that can be part of that celebratory experience during the holiday, says Natalia Zaldivar, associate marketing manager for the brand. Consumers are purchasing something special and we’re working to make Blue Moon their premium beer choice.”
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