Molson Coors Beverage Company is bringing an innovation portfolio of offerings strictly for the convenience channel as part of its above premium strategy for 2025.
The company unveiled a trio of 8% ABV brands playing off the brand equity of its craft and flavored alcoholic beverages (FAB) – Blue Moon Extra, Simply Spiked Bold and Topo Chico Max – during its annual distributor convention in San Antonio last week.
- Blue Moon Extra is a spin on top-selling craft offering Blue Moon Belgian White in a 19.2 oz. single-serve can;
- Simply Spiked Bold will come in 24 oz. single-serve cans in two varieties, Signature Lemonade and Cherry Limeade;
- And Topo Chico Max is a full-flavored margarita-style FAB with lime juice sold in 24 oz. cans.
Those offerings will begin rolling out in early 2025. The company is looking to fill an above premium portfolio gap and compete in c-store coolers where singles are stocked.
The products are one part of Molson Coors’ focus on above premium for 2025, while also leaning into moderation via a “strategic partnership” with Naked Life, an Australian adult non-alcoholic (NA) ready-to-drink cocktail brand, that will start via e-commerce sales and in select retailers early next year.
Blue Moon Turn Around Plan
The revitalization plan for Blue Moon is in process but there’s still a way to go, Molson Coors VP of marketing for above premium beer Courtney Benedict shared during the convention.
Benedict cited a 19-point trend improvement with the repositioning of Blue Moon Light Sky as Blue Moon Light and revamped packaging. She also pointed to the fast growth of Blue Moon’s NA spinoff, which is the No. 2 craft NA beer over the last four-week period in scans and Blue Moon Belgian White holding share, though the flagship brand still needs work.
“This is what a turnaround looks like and feels like,” she said, adding the company won’t stop until the brand returns to growth.
The goal for 2025 is to “modernize” Blue Moon and build an “icon” for the next generation, Benedict said, including double-digit investment across its portfolio pillars and the addition of Blue Moon Light draft in select markets.
Peroni: Molson Coors’ Next Power Brand
Molson Coors is aiming to make Peroni its second above premium “power brand,” joining Blue Moon in the million-barrel-plus club. The company plans to make Peroni a top five priority within its portfolio, with its supply strengthened after transferring the former Italian import’s production to the U.S.
Molson Coors will up its investment behind the brand for 2025, including several new partnerships and marketing efforts.
NA sibling brand Peroni 0.0 began its Formula 1 partnership with Scuderia Ferrari and high-profile driver Charles Leclerc in 2024, which will continue into 2025. The company plans to take the NA beer national in 2025.
Peroni will also have a presence during one of Hollywood’s biggest nights, the Academy Awards.
Other Notes:
- Leinenkugel’s Summer Shandy will be available year-round starting in October;
- Also new to the Leinenkugel’s is the addition of Leinie Lodge Lime in 6- and 12-packs the Midwest in the spring.