New York — Blue Moon, the Molson Coors-owned craft beer brand known for its signature Valencia orange flavor, is extending its citrus appeal beyond the glass with the introduction of a limited-edition lip balm. Partnering with popular beauty company Eos, the new product captures the refreshing, juicy essence of Blue Moon’s distinctive orange taste in a small, orange-colored sphere.
Set to launch Wednesday on both Eos and Blue Moon’s websites at a price of $4.99, the lip balm targets legal-aged consumers and debuts during summer, a peak season for beer sales and outdoor activities. According to a Molson Coors press release, the Valencia orange is “more than a garnish” — it is a core element of Blue Moon’s identity, emphasizing the brand’s signature flavor profile.
The lip balm represents a novel element within Molson Coors’ broader strategy to reinvigorate Blue Moon, which has experienced a gradual decline amid a slowdown in the craft beer market. Data from Fintech and the National Beer Wholesalers Association show that Blue Moon’s market share in U.S. bars and restaurants has dropped by approximately half a percentage point over the past year, though it remains the nation’s top-selling craft beer brand.
In response to shifting consumer trends, Molson Coors has undertaken a brand refresh for Blue Moon, featuring updated packaging that highlights the Valencia orange. The company has also launched a new marketing campaign alongside expanded product offerings, including a light beer variant and a non-alcoholic option, aimed at attracting both new and returning customers.
Molson Coors recently reported disappointing financial results, with a 42% decline in first-quarter net income and a lowered full-year forecast, citing tariff impacts and economic uncertainty as factors prompting consumers to reduce beer consumption. The company’s shares have fallen nearly 9% this year.
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