Blue Moon for the UK

American draught beer with a Belgian twist, Blue Moon, is set to make its appearance in London’s bars and pubs later this month.

After considerable success in the US, Molson Coors is launching its latest draught beer on to the UK on-trade in conjunction with Fuller’s, Mitchells & Butlers and a selection of other independent on-trade outlets.

Fuller’s has already earmarked 35 of its venues across London and the home counties where the beer will be served. Altogether the launch partners have chosen 100 bars and pubs for the beer’s release.

Elton Mouna, retail marketing manager, Fuller’s, said: “Draught Blue Moon is a wonderful imported North American craft beer and at Fuller’s we are delighted to be a partner working together with Molson Coors to launch this exciting draught brand in the UK.”

Blue Moon is brewed with oats and then spiced with a combination of orange peel and coriander. It is suggested that the beer is garnished with a slice of orange to bring out the flavours.

The ceramic tap handles have been imported from the US to enhance the beer’s appeal as a North American craft beer and help it stand out.

A comprehensive marketing campaign is also planned to raise awareness of the new arrival. This will include a Draught Blue Moon bar at Fuller’s brewery and point of sales kits complete with glassware, staff training manuals and even orange peelers, zesters and chopping boards.

Dan Rosenbluth, brand director, Molson Coors, commented: “We are really excited about the launch of Draught Blue Moon following a successful London trial working with Utobeer. Draught Blue Moon is hugely successful in the US, selling over 1 million barrels, and the trial has shown that drinkers love it just as much here.

“Working with Fuller’s is a fantastic opportunity to offer drinkers a personal introduction to Draught Blue Moon as we know they have the right consumers that will really enjoy the unique taste. Fuller’s is the ideal partner to launch this brand for us and we are looking forward to working together.”

There are plans to extend the release of Blue Moon to pubs in Manchester, Leeds, Glasgow, Edinburgh, Cardiff, Bristol, York, Liverpool and Dublin throughout 2010, depending on its success in the UK capital.

Rupert Millar, 20.04.10