✓ Molson Coors aims to elevate experiences across Peroni and Blue Moon, driving new occasions for a new generation of 21+ drinkers
✓ Peroni unveils plans to capitalize on its growing success, highlighting how it plans to go all in on the brand’s signature Italian style
✓ Blue Moon continues its turnaround through continuation of talent partners and a focus on its iconic orange garnish
PHOENIX – From powerful partnerships rooted in an Italian-inspired lifestyle to bringing Blue Moon’s iconic orange garnish to life for a new generation of legal drinkers, it’s clear Molson Coors has been putting in work to drive new beer occasions and welcome new 21+ consumers into its key Above Premium beer brands.
And while the company has been clear that there’s more work to do, they’re beginning to see the results of their ongoing focus.
Volume for Peroni is growing continuously, up 11% in the latest 13 weeks and up 20% in the last four, according to Circana for the week ending 8/31. The brand is seeing its fourth consecutive year of growth and outperforming some key European Imports in volume sales in the on-premise YTD, per Nielsen through the week of 7/12, and off-premise YTD for the week ending 8/31/25 per Circana.
According to Liz Cramton, Marketing Director for Imports, Peroni is having a real moment. “Now is the time to lean in,” she said. So, the brand is ready to put in the work to drive more momentum, more awareness and greater distribution.
For Blue Moon, the brand is seeing early positive signs of its ongoing turnaround ambitions. Blue Moon Non-Alc is the number two craft franchise in the space. The brand also boasts the top new craft innovation in convenience stores with Blue Moon Extra, which has led the Blue Moon family of brands to grow in c-stores for the first time in four years, according to Circana for the 13 weeks ending August 31, 2025. Plus, on-premise trends have been improving period over period, with on-premise chain growing share in the last four weeks, according to Circana for the YTD for the week ending 7/12.
Courtney Benedict, VP of Marketing for Above Premium Beer, acknowledged that Blue Moon has been up against headwinds, but highlighted the company’s persistence and focus to turn the brand around. “Blue Moon has 30 years of legacy,” she said. “We are dedicated to making Blue Moon iconic for the next generation.”
The Right Partners, The Right Places
When it comes to above premium beer, Molson Coors is all about elevating consumer experiences. And it’s uncompromising about delivering on that experience every single time. By activating the right partners in the right places, these brands are poised to make it happen.
For Peroni, that means leaning into the brand’s signature Italian style across everything it does – joining forces with Italian icons and infusing itself into culture. That’s why the brand is coming back in big ways with Giada De Laurentiis, going even bigger in year two. And with another Gen Z trend-setter heading to Rome, Emily in Paris, Peroni will reach new audiences of 21+ drinkers with a fully integrated partnership with Netflix. In addition, Peroni 0.0 will hit the track with new assets featuring its racing drivers while leaning into the Italian heritage behind its iconic team partner.
And with the biggest winter sporting event set to take place in Italy next year, it’s the perfect backdrop to highlight the number one Italian beer brand, and Peroni will take center stage.
When it comes to Blue Moon, Colin Jost is back. Earlier this year, the brand co-created ads to bring the brand’s iconic orange ritual to life in a captivating, humorous way. It was memorable and it’s educating new 21+ drinkers what it means to truly enjoy a Blue Moon.
The brand will also bring its Orange Standard to life in other ways, letting more drinkers experience the Blue Moon ritual on and off premise. This includes consistent creator content to drive increased relevance and keep the brand’s orange garnish top-of-mind for a new generation of 21+ consumers. In addition, Blue Moon is bringing visual assets to life in local markets – palm trees in Miami, speedboats in the Great Lakes – helping to bring Blue Moon to life and resonate with 21+ drinkers everywhere.
Next year the brand is also bringing back its culinary platform. This past year, Blue Moon launched Summer’s Got a Bite, reminding drinkers that Blue Moon is the perfect pairing for spicy food across retail and beyond. Next year will feature major players, making 2026 the brand’s spiciest year yet.
What’s clear is Molson Coors is prepped to deliver on its Above Premium beer brands in 2026.
As Chief Marketing Officer Sofia Colucci said, “On Peroni...we’ve got momentum, but we’re just getting started.” And for Blue Moon, she assured that Molson Coors is “going hard” when it comes to making this brand iconic with today’s drinkers.