Molson Coors Positions Blue Moon Beer As A ‘Work Of Art’

Blue Moon, which Molson Coors calls “the nation’s top-selling craft brand,” is looking to build off the momentum of consumers’ returning to bars and restaurants in a post-pandemic world with a new video campaign that likens beer to a work of art.

The ads, which begin airing during college basketball’s national playoff tournament, playfully reimagine Blue Moon Belgian White Belgian-style wheat ale as a modern work of art, with art and we’re assuming beer lovers goers admiring a signature glass of Blue Moon hanging in the middle of a gallery.

The campaign’s two spots are “all about celebrating Blue Moon as so special it could hang in a gallery,” says Mara Schaefer, senior director of above-premium beer for Molson Coors Beverage Company told Beer & Beyond. “Airing on TV and across digital channels, the spots will reach 85% of craft drinkers.”

Founded in 1995, Blue Moon is a heritage beer brand. And even though it doesn’t fit the Brewers Association’s definition of ‘craft’ since it’s brewed by a beer major, in this case Molson Coors, the beer has a very solid and growing following and several brand extensions including Blue Moon LightSky Citrus Wheat and Blue Moon LightSky Tropical Wheat.

With the pandemic waning and beer lovers beginning to drink out again Blue Moon, which sells more than half of its beer in bars and restaurants, saw its sales grow by the high single digits in 2021 with double-digit growth in the fourth quarter, Molson Coors CEO Gavin Hattersley told investors last month.

“The craft landscape is a lot more crowded than when Blue Moon first came onto the scene,” Schaefer added. “Our objective now is to create the new modern chapter of Blue Moon.”

And chances are you’ll be running into Blue Moon’s ‘artsy’ new ad on occasion during college basketball’s national playoffs.

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(All image credits: Molson Coors)