Sainsbury’s gets Blue Moon exclusive

18 December, 2008

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.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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