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 .
BIG : WHAT MAKES BLUE MOON SUCH A NATURAL 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 ,
4
Blue Moon focuses on what works for the brand on-premise : eye-catching glassware , iconic orange garnish , food pairing and strong locally relevant programs .
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 .
BIG : WHAT ON-PREMISE PROMOTIONS AND ACTIVATIONS IN 2023 AND THE FIRST HALF OF 2024 HAVE HELPED DRIVE BRAND AWARENESS AND SALES
10 Beverage Wholesaler • Fall 2024 www . beveragewholesaler . com