Blue Moon Does TV
Mar 31, 2009 - According to Beer Business Daily, MillerCoors will begin TV advertising for Blue Moon, the brewer's faux craft beer.
Blue Moon's success is "the biggest success story in 30 years" in above premium beer, with the exception of Corona, says MillerCoors vp above premium Mike Browne. Blue Moon outsold Sam Adams in 2008, making it the largest craft beer he noted.
But the bulk of that growth was admittedly new markets and distribution gains and " we know that can't go on forever ." The company will try to keep the growth going with the intro of a limited release 9% abv grand cru, introducing a new 24 pack loose bottle package, 6 gallon draft, doubling the marketing investment in top markets, and testing TV ads in some markets.