✓ Blue Moon Extra is aimed at the popular c-store singles market
✓ It’ll be launched with social media and c-store support
✓ The addition continues a busy year-and-a-half for the Blue Moon Family
The Blue Moon family is ready to offer up something extra special.
Available now nationwide is Blue Moon Extra. Brewed with the iconic combination of Valencia orange peel and coriander, it is inspired by the taste of Blue Moon Belgian White Belgian-Style Wheat Ale, but with a bolder 8% ABV.
Senior Director of Brand Marketing Chris Steele says that 21+ consumers are sometimes seeking a higher ABV option but might not want an overly bitter IPA.
“A lot of higher ABV beer options are IPAs, so we’re offering this as a refreshing counterpoint,” says Steele. “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.”
Steele says that the Blue Moon Extra also gives Blue Moon fans a range of options to fit the occasion.
“The Blue Moon family now has options for a range of experiences to make any occasion brighter,” he says. “If you want a regular strength beer, you have the original Blue Moon. If you want something lighter or with no alcohol, we have Blue Moon Light and Blue Moon Non-Alcoholic. And if you want a bolder offering, there’s Blue Moon Extra.”
The Singles market
Unlike the other brands in the Blue Moon family, Blue Moon Extra is available exclusively as single 19.2-ounce cans. This allows the brand to better appeal at convenience stores, where single cans with higher-ABVs are extremely popular.
According to Circana, dollar sales for singles in c-stores in 2024 were over $7.4 billion, a 4.4% increase over 2023.
Blue Moon Extra is promoting itself with the “Made Brighter” campaign. But it’s being laser focused to appeal to current c-store consumers. Ads for the brand are already out on social media and will also appear around c-stores.
Steele says he’s impressed with the amount of distribution Blue Moon Extra has gotten and can’t wait for people to try the beer.
“We're turning up the heat with our ad campaign,” says Steele. “It’s now pedal-to-the-metal to support it.”
Blue Moon moves
It’s been a busy year-and-a-half for the Blue Moon family. At the end of 2023, it introduced Blue Moon Non-Alcoholic. Later in 2024, the brand unveiled a brand-new visual identity, unifying the brands and making them pop on shelves, before launching a new campaign. That coincided with renaming Blue Moon Light Sky to Blue Moon Light to create a clearer connection to the Blue Moon portfolio.
Steele says that Blue Moon Extra is the logical next step for the brand family.
“Blue Moon is continuing to find ways to make every beer occasion brighter through its offerings, and now fans can enjoy the signature brightness of the Belgian-Style Wheat Ale brewed bolder with Blue Moon Extra,” he says.