Usually, a craft beer being produced by a large firm wouldn’t perform well in sales
mainly because its image gets deteriorated through its linkage with a big corporation.
However, Blue Moon beer is defying logic through its parent corporation, Coors.
year alone, Blue Moon craft beer is estimating at least 400,000 barrels will be sold.
Through a careful, strategic long-term plan, Coors has managed to capture a large part of
the craft beer market.
These sales are at a premium however, as a six-pack can be bought
at retail for $7.49 while the same package of Budweiser sells for only $5.49.
Stephens, The President of Herot Bar, sums up the likeability of Blue Moon saying,
“[Herot] is a real beer lover’s bar.
It’s got 53 draft lines, 350 bottled beers and plaques
on the wall for anyone who has tried 100 different beers”.
There is no Budweiser, no
Miller, and no Coors permitted, but Stan does make the exception for Blue Moon, “Blue
Moon’s real popular”.
Craft Beers Have Big Breweries Thinking Small
, the main issue
that presents itself is the surprising success of Blue Moon Beer. After all, the lack of mass
advertising with Blue Moon is a major difference from the dominating campaigns made
by its parent corporation Molson Coors and its rivals, Budweiser and Miller. In contrast
to these companies, by not advertising, Blue Moon does not glorify the image of the
consumption of alcohol to the general public and in turn, this lessens irresponsible
This lack of advertising lowers the negative externalities associated with
Furthermore, relative to other beers, Blue Moon is expensive, costing $2.00
more per six-pack than the same package of Budweiser.
The expense relative to cheaper
beers also promotes drinking at a legal age.
After all, it’s been proven that underage
drinkers spend more money on cheaper beer
. From a public policy standpoint, the