Molson Coors is refreshing the Blue Moon brand in 2024, company leaders shared during its distributor meeting earlier this week.
Blue Moon made a surprise cameo in February during Molson Coors’ first Super Bowl ad in 30 years, which helped grow display and drive social chatter. However the top-selling craft beer in the U.S. has still been down in scan year-to-date.
Courtney Benedict, VP of marketing for above premium brands, admitted that the company hasn’t been content with Blue Moon’s trajectory.
“While [the] Super Bowl helped to kick 2023 off strong, we acknowledge that overall this has been a challenging year,” she said. “The business has softened, and our brand and our plans have not been where we need them to be.
“But even in the face of these challenges, Blue Moon is still the No. 1 craft brand in the U.S.,” she continued. “Blue Moon Belgian White is outperforming the craft category. On-premise distribution is up +4% on the heels of our new tap handle. And we’re bringing in new, younger drinkers to the brand and category better than any other competitor.”
Nevertheless, Molson Coors is focused on reigniting consumers’ love for Blue Moon in 2024, an “essential” piece in the company’s growth goals, Benedict said.
Among the changes ahead: Blue Moon’s look is modernizing with a cohesive visual identity across the portfolio.
The packaging refresh to present a more unified block on shelves follows the transformation of Blue Moon into the Blue Moon Brewing Company last year. New packaging will begin rolling out in March 2024.
Also launching in 2024 will be Blue Moon’s “Made Brighter” campaign across “every touchpoint,” including a new TV spot, out-of-home advertising and retail, Benedict said. The company will also introduce new activations and partnerships to drive cross-merchandising opportunities and an on-premise promotion encouraging consumers to bring their own oranges to participating bars to receive a complimentary draft pour of Blue Moon.
The on-premise remains a key focus for Blue Moon as the company is aiming to make Blue Moon “the No. 1 tap handle in the country,” Benedict said.
“But we want more,” she said.
Last year, the newly introduced Blue Moon tap handles became “the most ordered tap handle in Molson Coors history.”
“Just this past year, we closed the gap to Bud Light by 25%,” she added.
Finally, in an effort to attract younger legal-drinking-age consumers, Molson Coors is making “big bets” on Blue Moon Non-Alcoholic Belgian White and rebranding Blue Moon LightSky as Blue Moon Light.
“The final piece of our growth strategy is critical and attracts the next generation of new younger drinkers into the Blue Moon family of brands,” Benedict said.
Although the top three craft NA brands account for more than 80% of the segment’s volume, “none of them deliver on what consumers want: authentic flavor from an established brand,” Benedict said. That’s where Blue Moon comes in, launching in January when NA beer trial is highest.
“Blue Moon NA is an opportunity to add incrementality to the Blue Moon portfolio,” she said.
As for the Blue Moon LightSky reboot, Benedict said the brand started hot when it launched three years ago, creating new occasions and attracting new LDA consumers. However, “momentum has slowed” for several reasons.
“But there is one thing that I know we all can agree on: We have an incredible liquid on our hands,” she said.
So Blue Moon LightSky will become Blue Moon Light in an effort to more clearly appeal to health conscious light beer consumers and appeal to women. The citrus wheat beer will be the sole offering, with the company discontinuing LightSky Tropical Wheat.
The move better leverages the Blue Moon brand and sets better expectations as “a flavorful light beer” from a trusted brand, Benedict said. It’ll also be backed up with creative and sampling during the summer.
“Blue Moon Brewing Company has a monumental opportunity in 2024, an opportunity to chart the next chapter and return this beloved brand to growth,” Benedict said.