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Blue Moon beer dominates 20 somethings’ world. Ack.

on 14/08/11 at 2:11 pm


Spend an evening with a bunch of women in their 20s, and you’ll quickly realize something about U.S. beer consumption: It’s Blue Moon’s world. We’re just living in it.

Tops with women

I teach university creative writing courses, and among my female students, 100 percent say Blue Moon is their favorite beer. These findings are backed up by real numbers. Blue Moon’s growth has been astronomical, with a jump of almost 30 percent between 2009 and 2010. SymphonyIRI Group named it a No. 1 “momentum brand” last year – the fastest growing beer in the craft/specialty market.

Except that Blue Moon is not really a craft beer. As most drinkers know, it was created by MillerCoors. So here’s another debate for beer nerds: Is Blue Moon good for craft beer or not?

Before we get into that, though, let’s clarify that Blue Moon is MillerCoors’ interpretation of a Belgium-style witbier, or what we call “white ales” in the U.S. Blue Moon’s main competitor here is Hoegaarden, now owned by Anheuser-Busch InBev.

In fact, in the world of American craft beer, witbier is one of the more mature styles, and certainly one of the first Belgian styles to gain popularity here. Even with the big brands in market, pioneers like Allagash have had a steady witbier following for more than 15 years.

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