Molson Coors Beverage Co has partnered with condiment brand Frank’s RedHot for a spice-themed Blue Moon activation in the US.
The Coors Light and Miller Lite brand owner has created 100 ‘Blue Moon Spicy Orange Challenge’ kits that will be sold in two batches, the first on 20 July and the second on 27 July, via a dedicated web page. The kits include a dried orange slice coated with Frank’s RedHot Original Hot Sauce and ghost peppers, a Blue Moon beer glass, a gift card for a six-pack of beer and a bottle of Frank’s sauce.
The packs carry an SRP of US$19.95 plus shipping and handling.
The challenge is to “take a bite of the spicy orange, then see how little Blue Moon you need to drink while the spice lingers,” according to Molson Coors. “The less you drink, the better you do.”
The activation has been “inspired by consumers’ growing appetite for spicy-food experiences”, the brand owner said, citing an IPSOS Bar Community survey that suggested 90% of Blue Moon drinkers ‘like’ or ‘love’ spicy foods.
“Most people know how well Blue Moon pairs with oranges, but not everybody knows how well Blue Moon pairs with spicy foods,” said Molson Coors’s Above Premium Beer unit VP, Elizabeth Hitch. “With this spicy orange garnish, we’re bringing the heat straight to our fans so they can test out this … pairing for themselves.”
Also in the US, Molson Coors announced details last week of a wine window-inspired marketing move for the Peroni Nastro Azzurro brand. The “coast-to-coast” campaign will see Molson Coors install pop-up ‘Peroni Portals’ – windows where consumers can buy a beer, inspired by Italy’s ‘buchette del vino’ tradition.
