In 2024, the Blue Moon beer brand has set a goal to improve its image with a new packaging design, a broader advertising campaign and a change in the look and name of its Blue Moon Light product, which was previously known as Blue Moon LightSky. Specifically, the Molson Coors Beverage Company has big projects in mind that seek to push for the best craft beer, the best low-calorie craft beer and the No. 2 mango keg in the United States.
One of the main actions Blue Moon Brewing Company will take is to modernize its line of brands, including its most popular beer, Belgian White Belgian-style Wheat Ale. The brand is expected to launch a new look on its packaging next year, with this being the first update since 2019.
At the Molson Coors distributor convention in Orlando, Molson Coors vice president of beer above premium, Courtney Benedict, announced that the new Blue Moon image seeks to unify and strengthen the identity of all brands belonging to this company.
“We know that closing the deal at the shelf is the critical touch point”
to connect with older drinkers, he said.
“We need to show, not just tell, drinkers that Blue Moon is the bright, vibrant, modern brand we all know it to be,”
she said.
Craft beer company Blue Moon has unveiled a new look at a time when the industry is facing difficulties and consumers are preferring more affordable options. According to Rose Sokolnik, senior marketing manager for Blue Moon, the brand is in a middle ground between economy and premium options.
According to the head of Blue Moon, this brand is in a special position above other brands because of its artisanal roots and mass appeal. “Blue Moon is in this unique position above premium, with artisanal roots and mass appeal at the same time. In recent years, we have not been telling a unified story, and Blue Moon’s new image brings all the brands together.”
Starting in February, buyers will notice changes in the packaging of Blue Moon beers, which include varieties such as Belgian White, Mango Wheat and Blue Moon Light. In addition, a new option will be added to the family: the “Blue Moon Non-Alcoholic Belgian White” non-alcoholic beer, which will be available starting in December.
The new image of the Blue Moon brand focuses on a modern style and uses the blue moon as the main element along with the name of its flagship beer, Blue Moon Belgian White. Each variety of beer has a unique design to highlight its different flavors, such as Valencia orange, tangerine or mango. The goal is to make them stand out more on the shelves and appeal to the consumer.
According to Sokolnik, the new look of the beers was well received in consumer tests. Panelists expressed that they were easier to find on the shelves, looked more attractive and increased their purchase intent.
As he explains, it is essential that the Blue Moon logo is placed front and center on all packages, as this is how consumers identify and purchase the brand.
According to Sokolnik, the end result of Blue Moon’s rebranding has resulted in a family of brands that remains unified and cohesive both on the shelf and in floor displays, which appeals to consumers. In addition, the new look will also be part of its upcoming ‘Made Brighter’ marketing campaign next year, which will include new TV and out-of-home ads, as well as retail tools.
According to Benedict, the platform aims to show how the sparkle of Blue Moon beer can be a catalyst for making life more interesting, fun and creative.
“To spread more fun. And more creativity. And that’s exactly why we made it. To advocate for a brighter world,”
said Benedict.
Although the handicrafts market is in a lull, the Blue Moon brand continues to outperform it in off-premise sales. Over the past 12 months, its brands have seen a steady increase in their share of the handicraft market each month, Benedict says. In addition, one of the most successful brands in this segment is Belgian White, which launched a new handle for its taps last year and became the most requested in the history of Molson Coors.
According to Benedict, Blue Moon has managed to close the gap with market leader Bud Light by 25 percent by 2023. In addition, they will continue to work to make their Belgian White beer number one in the United States.
