Given how difficult it is to sell beer for many companies these days, having two brands — Coors Light and Blue Moon — named as top sales drivers by our panel of beverage alcohol retailers, bar and restaurant operators and other industry professionals is very impressive. Coors Light was also recognized for Best Advertising & Promotion. That’s why Molson Coors is our Beer Supplier Of The Year for 2024.
We caught up with Nels Larsen, Molson Coors vice president national accounts, on-premise, who shared with the Beverage Information Group some of the company’s winning initiatives, promotions and activations.
Beverage Dynamics: What on-premise industry trends are most impacting Coors Light and Blue Moon right now?
Nels Larsen: The on-premise is having a solid year, and Coors Light and Blue Moon are two brands that continue to benefit. Year to date, Coors Light is the fastest-growing premium light beer, with 10.5% sales growth, and 8.6% volume growth.
As far as the craft segment, overall it has been down recently. But Blue Moon remains the country’s biggest craft brand, two times bigger than the next craft brand. Blue Moon Belgian White also brings in the most new buyers to craft beer, more than any other craft brand.
BD: What makes Blue Moon such a natural fit for the on-premise?
NL: Blue Moon is the perfect complement to food Ð Belgian-style witbiers are very versatile and can be paired with many different types of foods, and with its signature coriander and Valencia orange peel,
Blue Moon pairs particularly well with dishes that feature citrus flavors such as Mexican and Thai dishes. With that, our on-premise customers have seen success pairing Blue Moon with a wide variety of menu offerings, from the brunch occasion to dinner all the way to late night.
BIG: Have changing consumer preferences and buying habits lingering from the pandemic affected these two brands? How did you meet some of the challenges on-premise this past year?
NL: Coors Light continues to perform well in the on-premise, as people went back to their tried-and-true core brands during the pandemic. In fact, Coors Light gained share over the du ration of the pandemic, currently at 29 share points of the premium light sub-segment, and it’s the fastest-growing brand.
Prior to and post-pandemic, Blue Moon has remained the number-one craft beer in the on-premise by focusing on what we know works: the eye-catching glassware, iconic orange garnish, food pairing and strong locally relevant programs.
BIG: What on-premise promotions and activations in 2023 and the first half of 2024 have helped drive brand awareness and sales for Coors Light?
NL: Coors Light tapped into several attention-grabbing programs and alliances to bring the brand to life in the on-premise and to encourage consumers to Choose Chill! We like to focus on giving consumers an experience they cannot get at home. It’s one of the top three reasons consumers visit the on-premise.
We’re midway through summer and enjoying the success of our 2024 summer program. We’re making use of the artist assets and utilizing music-thematic assets to support local music activations all summer long.
The brand also has a fabulous sports platform, which includes Leagues Cup Soccer, College Football and March Hoops. No sports team plays all their games at home, so the on-premise offers the perfect place to be the ‘home away from home’ venue for all sports fans. It is THE place to join family, friends and likeminded fans to watch their favorite team and enjoy the mountain cold refreshment of Coors Light.
Simple tactics include offering features, whether it’s a bucket or pitcher of Coors Light to share, or an ice cold Coors Light with an a favorite appetizer. Coors Light has 38 college football alliances and every one has fanatic fans.
BD: What on-premise promotions and activations in 2023 and the first half of 2024 have helped drive brand awareness and sales for Blue Moon?
NL: In 2023 Blue Moon updated its tap handle. It was designed to clearly stand out and reinforces two iconic pieces that Blue Moon is known for: its orange garnish ritual as well as signature glassware. Blue Moon also has invested behind waitstaff education, making sure bartenders and servers are familiar with the brand’s history, its taste and style, why it pairs perfectly with so many foods, and how to execute the perfect pour complete with orange garnish.
We also like to tout the fact that Blue Moon was born in a ballpark (Coors Field in 1995), and we’ve continued to activate in the on-premise with baseball. In 2024 we partnered with Rawlings to create custom Blue Moon x Rawlings gear, as well as a sweepstakes that gives drinkers a chance to win a Rawlings shopping spree. We also have alliances with MLB teams across the country that allow Blue Moon to show up strong in stadiums and area bars during game days and beyond.
BD: For Coors Light, what promotions and marketing plans do you have in place for 2025 to build on your success?
NL: We’ve gone bigger for football and holiday in 2024 and will go even bigger for all 2025 plans, reminding retail customers and our distributor network to choose chill by: leveraging our music platform and the partnerships for summer 2025 building on the success of March Madness continuing with our ESPN partnership leveraging the soccer season that happens pre- and pos-Leagues Cup and building on the 2024 program and amplifying our Leagues Cup activations reminding college football fans that Coors Light and its mountain refreshment is the only one to choose when those rivalries heat up maximizing all the opportunities to remind shopper and consumers that beer and St. Pat’s, baseball, hockey, basketball and the holidays go great together.
BD: For Blue Moon, what promotions and marketing plans do you have in place for 2025 to build on your success?
NL: In 2025 you’ll see Blue Moon continue to lean into what’s made us the number-one craft brand in the on-premise: features and activations that highlight our signature glassware and orange garnish, leaning into sports, and programs that pair Blue Moon with a variety of foods.
Melissa Dowling is editor of Cheers magazine, our on-premise sister publication. Contact her at mdowling@epgmediallc.com, and read her recent pieces, Announcing the 2024 Beer Growth Brands Awards.
