Julian Green, a spokesperson for MillerCoors, confirmed to Brewbound that five new beers will make their debut at the sold-out GABF this September.
The new beers — A Farmhouse Ale, Lemon Wheat Ale, Lime Wheat Ale, Peanut Butter Ale and Valencia Amber Ale — received TTB keg-collar approvals last week.
These beers will be poured alongside 2,000 other beers from over 450 brewing companies. The event, which began in 1982, had just 22 participating breweries in its first year. The 2010 event drew close to 50,000 attendees.
MillerCoors reports that the Blue Moon brand currently holds a 13.7 percent market share across the grocery channel -according to Nielsen statistics for the overall beer category.
According to Green, the brand, which was introduced in 1995, only began running television ads in 2009.
“Blue moon is the biggest specialty brands in the category,” said Green. “It has grown primarily by word of mouth.”