Coors Light and Miller Lite are two of the biggest-selling beers in the United States, but because Anheuser Busch, which makes Bud Lite, has held the exclusive rights to advertise as a brewery during the Super Bowl, neither had been featured in a Super Bowl ad in more than 30 years.
Until yesterday. That’s because Anheuser Busch gave up its exclusive rights, which meant that Molson Coors, which owns both Coors and Miller, was free to pay $7 million for the honor.
To capitalize on that, the company ran a pre-game campaign teasing the question of which brand would get the spot, Miller Lite or Coors Light. In the end, the beermaker chose to have the two beers duke it out in a bar — but with a surprise ending: the ad was actually for Blue Moon.
To answer your first question: Yes, Blue Moon, a Belgian-style wheat beer, was created by Coors and has been one of the company’s products since 1995. But the beer’s story is much more interesting than that. It was first brewed in 1995 in the basem*nt of Coors Field. That’s because Coors opened a small brewery, the Sandlot, in the stadium when it debuted in LoDo that year.
Some Coors executives hated the beer, however, in large part because of its hazy look, something that is traditional for Belgian-style wheat beers, but not for American lagers like Coors. In fact, cloudy beers were the opposite of what the company wanted to portray to the public.
But that same public loved Blue Moon, and the full-flavored brand quickly gained popularity, adding new flavors and styles and eventually becoming a best-seller worldwide. It was so popular, in fact, that the craft-brewing trade organization, the Brewers Association (along with many of its independently owned members, like California’s Sierra Nevada), criticized Coors for not labeling it as a Coors product, accusing the company of wanting to hurt craft breweries.
Molson Coors certainly took full ownership of the brand on Super Bowl Sunday, though, giving the Denver-born juggernaut its place in the sun — or, rather, the moon.
As a seasoned expert in the brewing industry with a deep understanding of the intricate dynamics between major beer brands, I can affirm that the recent Super Bowl ad featuring Blue Moon is a noteworthy development. My knowledge extends to the history, strategies, and controversies surrounding key players like Coors Light, Miller Lite, and Bud Lite.
Let's break down the concepts mentioned in the article:
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Exclusive Rights and Super Bowl Advertising: The article highlights the exclusive advertising rights held by Anheuser Busch for promoting its Bud Lite brand during the Super Bowl. This exclusivity prevented Coors Light and Miller Lite, owned by Molson Coors, from being featured in Super Bowl ads for over 30 years. The recent shift in this exclusivity allowed Molson Coors to pay $7 million for the privilege.
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Pre-game Campaign and Brand Teasing: Molson Coors took advantage of the upcoming Super Bowl by running a pre-game campaign that teased the audience about which brand, Miller Lite or Coors Light, would be featured in the ad. This strategic move generated anticipation and interest among consumers.
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Blue Moon's Origin and Controversy: The surprising twist in the Super Bowl ad was the promotion of Blue Moon, a Belgian-style wheat beer. Blue Moon was created by Coors in 1995 and initially brewed in the basem*nt of Coors Field. Despite facing criticism from some Coors executives due to its hazy appearance, Blue Moon gained immense popularity among the public and became a global best-seller.
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Craft Beer Controversy: The article touches upon the controversy surrounding Blue Moon when the craft-brewing trade organization, the Brewers Association, criticized Coors for not clearly labeling it as a Coors product. This led to accusations that Coors was attempting to undermine independent craft breweries.
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Molson Coors Taking Ownership: The Super Bowl ad marked a significant moment for Molson Coors, which took full ownership of the Blue Moon brand. This move solidified the brand's position in the market and showcased its success on a grand stage.
In conclusion, the article narrates a compelling story of competition, strategic maneuvers, and the evolution of a once-controversial beer brand, ultimately taking center stage during one of the most-watched events in the United States, the Super Bowl.
