Blue Moon LightSky springs forward with new campaign

From Molson Coors & Alex Parker:

Blue Moon LightSky, the No. 1 light craft beer in America, is kicking off a new campaign this week that seeks to reinforce its flavor credentials and attract a new generation of drinkers.

The campaign, “Serious on Flavor. Light on Serious,” steps off with a new ad that celebrates warm weather and outdoor drinking occasions. The new spot will air during college basketball’s playoff tournament and across digital channels.

The ad shows LightSky is serious about flavor without taking itself too seriously, says Rose Sokolnik, senior marketing manager for Blue Moon Brewing Company brands. It features two guys dressed up for golf, discussing the intricate flavors they pick up while sipping a LightSky Citrus Wheat (“Am I picking up a hint of citrus on the palate?”). It cuts away to reveal they are playing mini golf.

“Serious on flavor, light on serious,” a voiceover says.

“LightSky is serious where it matters, like flavor, but light on everything else,” Sokolnik says. That includes calories (95), carbs (less than 3.7g) and ABV (4%) per 12-ounce can for both its Citrus Wheat and Tropical Wheat varieties, both of which use real citrus peel to provide a noticeably refreshing finish.

The spot is Blue Moon Brewing Company’s latest effort to show its full breadth of national craft offerings, which also include Belgian White Belgian-Style Wheat Ale, Mango Wheat and Moon Haze IPA.

For LightSky, which roared onto the scene in 2020 and has established itself as the leading light craft beer, the ad is an overture to younger legal-age drinkers looking for something refreshing, sessionable and flavorful as the season gives way to warmer weather and more outdoor occasions, Sokolnik says.

“Belgian White is such a staple of bars and restaurants, with its signature curved glass and Valencia orange peel. But LightSky is really made to drink outside on a sunny day with friends,” she says.

Light-bodied with a citrus flavor backed by light malt sweetness, LightSky appeals to younger legal-age drinkers looking for a burst of flavor, and it’s proven to have a loyal cadre of fans. LightSky’s customer loyalty ranks second only to Belgian White among all craft brands, according to data compiled by Circana (formerly IRI).

And, while overall craft sales have been soft in recent months, LightSky remains a bigger brand than category mainstays like Sam Adams Boston Lager, Bell’s Two Hearted IPA, Goose Island IPA and New Belgium’s Fat Tire Amber Ale, Circana data show.

LightSky has quickly eclipsed other leading craft brands in sales, including Boston Beer’s Dogfish Head, Sweetwater Brewing Co. and Deschutes Brewing, each of which are among the top 10 craft breweries in the U.S. as measured by the Brewers Association.

“LightSky’s got some traction among younger legal-age drinkers, there’s no question about it,” Sokolnik says. “There’s a huge opportunity for LightSky, and Blue Moon as a whole, to recruit new customers. We think 2023 is going to be a big year for the brand.”