Sainsbury’s gets Blue Moon exclusive

Blue Moon, the Belgian-style wheat beer which Coors has been trialling in the on-trade, is making its off-trade debut with Sainsbury’s.

Priced at £1.99 for a 35.5cl bottle, the product is described by Coors as “a North American craft beer brewed and spiced in the Belgian tradition for a complex taste and a smooth finish”.

Marketing manager Jim Harling said: “This is a great example of how we have listened and collaborated with Sainsbury’s to deliver an off-trade exclusive launch for Blue Moon in the UK.

“It was the number one beer brand performer in US supermarkets in 2007, so we are confident it will be a huge hit on this side of the Atlantic.”

The brand is being supported with a consumer awareness campaign including an in-store sampling weekend demonstrating the orange serve, tasting cards and customer magazine ads.