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04-11-2008, 04:56 PM
Coors to introduce Blue Moon line extension
Coors announced that they will leverage the huge success of Blue Moon by releasing a pale ale called Pale Moon. Pale Moon will test market in select cities starting next month.
Blue Moon has been perhaps the only faux-craft brand by a major brewery to garner success. Coors is projecting sales exceeding one million barrels this year.
The addition of an orange when serving Blue Moon on-premise has been a big draw and a product differentiation. Coors will be promoting the use of an orange with new POS materials, on-premise tastings and off-premise cross merchandising using displays of orange crates alongside the beer cases.
Lastly, Blue Moon is getting a baby brother, Pale Moon (a pale ale). Pale Moon will launch in several test cities next month and rollout nationally in 2009 if all goes well.
Coors announced that they will leverage the huge success of Blue Moon by releasing a pale ale called Pale Moon. Pale Moon will test market in select cities starting next month.
Blue Moon has been perhaps the only faux-craft brand by a major brewery to garner success. Coors is projecting sales exceeding one million barrels this year.
The addition of an orange when serving Blue Moon on-premise has been a big draw and a product differentiation. Coors will be promoting the use of an orange with new POS materials, on-premise tastings and off-premise cross merchandising using displays of orange crates alongside the beer cases.
Lastly, Blue Moon is getting a baby brother, Pale Moon (a pale ale). Pale Moon will launch in several test cities next month and rollout nationally in 2009 if all goes well.