Beer Supplier of the Year :
GROWTH BRANDS
Beer Supplier of the Year :
MOLSON COORS
by MELISSA DOWLING
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 INFORMATION GROUP : 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 .
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Blue Moon focuses on what works for the brand on-premise : eye-catching glassware , iconic orange garnish , food pairing and strong locally relevant programs .
BIG : WHAT MAKES BLUE MOON SUCH A NAT- URAL FIT FOR THE ON-PREMISE ? NL : Blue Moon is the perfect complement to food – 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 ,
IT ’ S ALWAYS
SEASON
MADE WITH ALL-NATURAL HONEY
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