• by Danielle Oster , November 5, 2023

With the calendars turned over to November, brands are gearing up for the upcoming holiday season -- including some which might find their way onto Thanksgiving tables in unexpected ways.

On that front, MolsonCoors is introducing several Thanksgiving-themed offerings that move beyond ale.

Inspired by the citrus and coriander flavor profile of Blue Moon’s flagship ale, Blue Moon Zesty Seasoning contains “savory notes of coriander, zesty bursts of citrus saltiness, and a subtle hint of hops” which the brand boasts is “perfect for turkey, stuffing, mashed potatoes, and more.”

Blue Moon is also bringing back the Pie Pints it debuted last year -- mini pies marketed as an alternative to the typical orange garnish for Blue Moon. This year, Blue Moon partnered with Austin-based bakery Tiny Pies to introduce four new mini pie varieties: Zesty Pumpkin Spice Pie, Tangy Citrus Apple Twist Pie, Key Lime Coconut Crumble Pie, and Chocolate Citrus Haze Pie.

Taking off from that entry, Blue Moon Pie Pint Seasoning  contains “the most refreshing and sweet notes of Blue Moon, with bursting hints of orange citrus and coriander,” which it says makes it “the perfect seasoning to add to your Pie Pint” or in a homemade pie filling inspired by the beer.

Blue Moon fans can order the seasonal releases on a dedicated webpage for the campaign.

The promotion is the latest example of the brand -- and parent company MolsonCoors’ -- expansion beyond beer, and is part of a large marketing push in the final months of 2023.

On an earnings call for MolsonCoors Q3 financial results, Global CFO Tracey Joubert noted that the company was spending around $50 million higher than the year prior on marketing for the fourth quarter.

The initiative also arrives ahead of a much more substantive product launch in the non-alcoholic space, as MolsonCoors prepares to introduce Blue Moon Non-Alcoholic Belgian White Belgian-Style Wheat Brew in December, “ahead of the dry January timeframe," Molson Coors CEO Gavin Hattersley said during the earnings call.

As for the alcoholic version, “It’s still the number one brand in the craft segment, but we’ve experienced softness with Blue Moon largely due to [craft category challenges],” he added. “We’ve got a really clear plan in place of how we’re going to change that. We’re already starting to see positive display trends. And we’ve got a big year planned for Blue Moon in 2024,” including a packaging refresh in February.