In 2023,
THE BIG PICTURE
'We saw tremendous growth from our light beer brands,' says
ZOOM IN
While Coors Light and Miller Lite led the way, other brands, including Coors Banquet,
Banquet scores big
Coors Banquet ended 2023 on a roll, winning nearly 50% more tap handles in the fourth quarter alone, mirroring the trend it's seen in the off-premise, where consumers have been drawn to its stubby bottle, history and authenticity, Larsen says.
In the fourth quarter, Coors Banquet wrapped up its 11th straight quarter of growth, growing volume by nearly 20% for the year. Dollar sales in 2023 were up by 30%, according to Nielsen CGA data.
In 2023, it added more than 8,500 outlets.
In the off-premise, Coors Banquet is heating up, growing more than 25% for the 13-week period that ended
'Coors Banquet resonates deeply with people,' Larsen says. ''Pop culture has been a huge piece of that. And I don't think we can overstate the quality. It truly is a unique brand in American beer.'
Meanwhile, Blue Moon, the No. 1 craft brand in the
'You're talking about a beer that's twice the size of any craft brand in the channel. It's got incredible loyalty and it's highly profitable,' Larsen says. 'We see Blue Moon as the anchor of the above premium category. And when it's served in its signature glass with the
Blue Moon has also gotten an early boost this year from Blue Moon Non-Alcoholic and the upcoming rebrand of Blue Moon LightSky to Blue Moon Light, Larsen says.
'We're seeing a bit of a halo effect with Blue Moon Non-Alcoholic. Lots of on-premise accounts are interested in using it to offer a non-alc product to their consumers,' he says.
For its part, Blue Moon Non-Alcoholic is already the No. 3 craft non-alc brand in the off-premise, according to Circana data for the four-week period that ended
Holding ground
Larsen says his team has no intention of ceding any ground in the on-premise this year, and is working to ensure a strong performance through March hoops and the beginning of baseball season into the key beer-selling season starting later in the spring.
'We have incredible, consistent brand plans. We a highly engaged network that has been able to execute at a really high level throughout the entire year and we will continue to see that,' he says.
THE BOTTOM LINE
With Coors Light launching the first salvo in its 'Choose Chill' campaign during last weekend's big game, a campaign of similar scope launching soon for Miller Lite and the approach of Leinenkugel's
That includes a sustained push to grow Coors Banquet, driving more velocity for Blue Moon and leveraging Miller Lite and Coors Light's partnerships, from sports alliances to tie ups with country stars
They're also looking to grow
'We're looking to keep growing this year. The on-premise, from bars and restaurants to sports stadiums and concert venues, is hugely important,' Larsen says. 'Our plans are strong and we're going to keep energizing our core products, moving into new segments and elevating the consumer experience.'
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