Coors announced that they will leverage the huge success of Blue Moon by releasing a pale ale called Pale Moon. Pale Moon will test market in select cities starting next month.
Blue Moon has been perhaps the only faux-craft brand by a major brewery to garner success. Coors is projecting sales exceeding one million barrels this year.
The addition of an orange when serving Blue Moon on-premise has been a big draw and a product differentiation. Coors will be promoting the use of an orange with new POS materials, on-premise tastings and off-premise cross merchandising using displays of orange crates alongside the beer cases.
Lastly, Blue Moon is getting a baby brother, Pale Moon (a pale ale). Pale Moon will launch in several test cities next month and rollout nationally in 2009 if all goes well.