Molson Coors is reinforcing its Above Premium brands with the goal of attracting new consumers over 21. Peroni maintains strong momentum, while Blue Moon is advancing in its recovery process thanks to innovations and creative campaigns.
Peroni grew 11% in the last 13 weeks and 20% in the last month up to August 31, according to Circana. It has had four years of growth and outperforms several European benchmarks in on-premise and off-premise. “Now is the time to accelerate,” said Liz Cramton, Director of Import Marketing.
Emily in Paris
Blue Moon, meanwhile, is showing improvements supported by launches such as Blue Moon Extra—the most outstanding craft innovation in convenience—and the progress of Blue Moon Non-Alc, second in its segment. The brand is growing in convenience for the first time in four years and improving in hospitality. “With 30 years of experience, we are determined to make Blue Moon an icon for the next generation,” said Courtney Benedict, Vice President of Marketing.
Peroni will intensify alliances with Giada De Laurentiis, the series Emily in Paris, motorsports, and the Winter Games in Italy. Blue Moon will resume the campaign with Colin Jost, expand the orange slice ritual in venues and digitally, and relaunch its culinary platform to reinforce its pairing with spicy foods.
“At Peroni we have the momentum, but it’s just the beginning,” said CMO Sofia Colucci. About Blue Moon she added: “We are going all out to make the brand an icon among new consumers.”
