Coors gives Blue Moon off-trade debut

Thursday, 18 December 2008
Blue Moon, the refreshing, unfiltered wheat beer will be available in the off-trade this month following a successful on-trade trial.

Priced at £1.99 for a 355ml bottle, Blue Moon is a North American craft beer brewed and spiced in the Belgian tradition for a complex taste and a smooth finish.

Marketing Manager, Jim Harling commented: "This is a great example of how we have listened and collaborated with Sainsbury's to deliver an off-trade exclusive launch for Blue Moon in the UK.

It was the number one beer brand performer in US supermarkets in 2007 according to the IRI Beer, Wine and Spirits Practice (the US equivalent of AC Nielsen), so we are confident it will be a huge hit on this side of the Atlantic".

The time is right for Blue Moon in the UK, with market forecasts for the 5% speciality sector showing continued growth of around 11% next year".

Blue Moon is being supported with a consumer awareness campaign including an in-store sampling weekend demonstrating the orange serve, take away tasting cards and customer magazine adverts which highlight the home made snacks that are perfect to accompany the beer.

The Blue Moon Brewing Company was born in 1995 in Denver, Colorado when subtle twists were added to old-world, handcrafted brewing traditions.

Source: Coors
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