BLUE MOON BREWING COMPANY
Brewing Relevance Amid Explosive Category Growth
The number of US craft breweries has grown 145% in the last decade. Blue Moon Brewing Company, part of MillerCoors’ craft and imports division Tenth and Blake, has been leaning on Trinity throughout that time to keep it relevant; creating a look and feel for a constant flow of new brews that have kept craft beer drinkers intrigued. Our collaboration has borne real fruit. Blue Moon Belgian White has grown to reach the #1 spot for craft beer in America.
Continually Fresh Thinking
As Agency of Record for Blue Moon, we’ve produced core graphics updates, structural packaging and line extensions, including the fan-favorite seasonals program. We’ve also worked on packaging innovations that brought news to the craft segment, a necessity given discovery of new products is popular with 84% of craft beer consumers. Our team faces every new initiative with clear, strategic thinking to tie together consumer insights and design solutions that surprise and delight.
We developed a strong master brand packaging architecture to achieve a powerful shelf presence by bringing together seasonals and brand extensions like Pale Moon. The new system has contributed to increased trial and repeat purchase. And in 2014, we developed a design strategy and new packaging for Cinnamon Horchata Ale that successfully targeted a dual audience: bicultural Latinos and general-market Blue Moon drinkers.
We are proud of the partnership between the Trinity and Blue Moon teams. And so are they. According to Libby Mura, Marketing Director, Craft Brands Tenth & Blake Brewing Company, “Trinity’s packaging for Blue Moon has been instrumental in helping us become the #1 craft brand in the nation.”