Molson Coors is strengthening its investments to boost its Above Premium brands in beer and non-alcoholic beverages, with a clear focus on increasing its presence and relevance. Additionally, it is expanding its team to grow in the non-alcoholic segment in the United States.
The two star brands in premium beer are Peroni Nastro Azzurro and Blue Moon. Courtney Benedict, Vice President of Marketing, emphasizes that the key is to offer a unique and consistent experience for each brand.
Peroni has renewed its packaging, ensuring better supply and growing in sales, with a 5% increase in the last 13 weeks and over 22% in the last month. However, only 40% of American consumers are familiar with Peroni, which opens up a great opportunity for growth.
Peroni Nastro Azzurro 0.0%, its non-alcoholic version, is also growing rapidly, with a 49% increase in sales and national expansion.
Blue Moon will launch the “Orange Standard” campaign to revive its iconic orange slice ritual and win over the new generation of 21 and older. Additionally, it is opening exclusive spaces in stadiums in Atlanta and Texas, and preparing improvements in Denver, the city where the brand was born.
Blue Moon Non-Alc continues to gain ground with growth close to 40%, and launched Blue Moon Extra, a stronger version (8% ABV) for convenience stores.
