Molson Coors Beverage Co has rolled out a higher-ABV version of its Blue Moon wheat beer, exclusively in a canned format, in the US.
Blue Moon Extra, which has a strength of 8% ABV, will target convenience stores in the country, where single cans with higher-ABVs are “extremely popular”, according to the brand owner. The Blue Moon extension will be promoted by the ‘Made Brighter’ campaign, which is running currently across social media channels.
The 56.8cl cans are the latest new product developments under the Blue Moon brand, which included a non-alcoholic iteration at the end of 2023. The beer’s flagship SKU comes in at 5.4% ABV.
“A lot of higher-ABV beer options are IPAs, so we’re offering this as a refreshing counterpoint,” said senior director of brand marketing Chris Steele. “Blue Moon Extra offers beer drinkers a higher-ABV option to enjoy this spring with the flavour they know and love, without being too hop-forward.”
Last week, Molson Coors unveiled its latest US marketing push for the Miller Lite brand, focusing on the beer’s 50th anniversary this year.
