MillerCoors To Take Vintage Blonde, Blue Moon’s High-ABV Hybrid, National This YearMarch 21, 2012
Blue Moon Vintage Blonde Ale 2012, a wheat beer brewed with Chardonnay grape juice, will be marketed nationally later this year, Shanken News Daily has learned. SND reported last November that the brand was test marketed in Seattle, Colorado Springs, Chicago, Rochester and northern New Jersey. Packaged in 750-ml. bottles and priced at about $10 a bottle, Vintage Blonde contains 8.5% alcohol by volume, compared to 5.4% in most markets for Blue Moon Belgian White, an Impact “Hot Brand.” It’s not known from where the Chardonnay juice is sourced for the limited-edition, vintage-dated beer. The rollout appears to be an effort by marketer MillerCoors and its Tenth and Blake subsidiary to woo wine and spirits consumers.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.