People are seeking better-for-you options, especially from brands they know and trust. Many of us are living healthier lifestyles, looking for food and alcohol choices that are low in calories and carbs, but still taste good. And Blue Moon LightSky fits the bill. According to a Nielsen survey, 85% of consumers are regularly buying/ consuming alcohol beverages that are “better-for-you” or are open to it.
Blue Moon’s newest beer is a light and refreshing wheat beer brewed with real tangerine peel for a lighter, exceptional taste at only 95 calories. Released in early 2020, LightSky quickly became the #1 selling craft innovation, selling more than the next three craft innovations combined.
LightSky has benefited from the Blue Moon “halo effect” as consumers turn toward trusted beer brands, says Andrew “Max” Walker, Vice President of Marketing for Molson Coors Beverage Co.’s above-premium beer brands, making it Blue Moon’s number two seller, behind its flagship Belgian White.
Blue Moon LightSky offers refreshment and flavor, while still being low-calorie, so it meets all the current needs of the active lifestyle consumer.
Seeking to showcase its credentials as a light beer that doesn’t compromise on flavor, LightSky’s first national media campaign features the brand in familiar daytime beer situations. With a new tagline “Savor Every Sip,” the campaign’s intent is to showcase that a light beer brewed by Blue Moon can deliver a burst of flavor at just 95 calories. Featuring actor Rachael Harris, whose credits include New Girl, Lucifer and Suits, each of the new spots use lighthearted humor to position the beer as something to be savored rather than a prop that plays a secondary role to the activity at hand.
Perfectly balanced and crisp, this beer is bringing new drinkers to the brand.