Molson Coors Unveils Bold New Addition to Blue Moon Portfolio with 8% ABV Release in Convenience Store-Friendly Packaging
Molson Coors has introduced a new, stronger version of its iconic Blue Moon Belgian White, tapping into growing consumer demand for higher-alcohol beer offerings.
The latest release, Blue Moon Extra, is brewed with the signature Valencia orange peel and coriander blend but distinguishes itself with a boosted alcohol content of 8% ABV. This marks a notable shift for the brand, as stronger beers in the current market tend to be India Pale Ales (IPAs), rather than wheat ales.
The company announced the launch on April 2, positioning Blue Moon Extra as a smoother, fruit-forward alternative to more bitter high-ABV IPAs.
“A lot of higher ABV beer options are IPAs, so we’re offering this as a refreshing counterpoint,” said Chris Steele, Senior Director of Brand Marketing, in a statement to Beer & Beyond. “Blue Moon Extra offers beer drinkers a higher-ABV option to enjoy this spring with the flavor they know and love, without being too hop-forward.”
Blue Moon Extra will be sold exclusively in single 19.2-ounce cans, a format increasingly popular in convenience stores. According to data from Circana, dollar sales for single-serve beers in this format surpassed $7.4 billion in 2024, reflecting a 4.4% year-over-year increase.
The launch comes amid a broader period of innovation for the Blue Moon brand. In late 2023, the company introduced Blue Moon Non-Alcoholic, followed by a brand refresh in early 2024 that included a unified visual identity across its lineup. The brand also renamed Blue Moon Light Sky to Blue Moon Light to reinforce its portfolio coherence.
“Blue Moon is continuing to find ways to make every beer occasion brighter through its offerings,” added Steele. “Blue Moon Extra is the logical next step for the brand family.”
With its elevated alcohol content and strategic packaging, Blue Moon Extra aims to meet evolving consumer preferences while reinforcing the brand’s commitment to innovation in the wheat ale category.
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