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Molson Coors takes Blue Moon to Canada as Belgian Moon

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The Canadian unit of Molson Coors has lined up the roll-out of its Blue Moon brand in the country, under the name Belgian Moon.

The draught-version of the wheat beer will hit the on-premise channel in selected restaurants and bars from 15 August, the brewer confirmed today. An on-premise bottled release will follow in January.

The company did not immediately give a reason for the name change for the Canadian market.

Will Meijer, general manager of Molson Coors' Six Pints speciality beer company, said: "Introducing this … brand to Canada is a significant milestone for both Molson Coors, and our drinkers, whose tastebuds continue to evolve. With Belgian Moon, we are fulfilling one of our ongoing promises: to excite our drinkers with relevant, flavourful products."

Last year, Molson Coors US JV with SABMiller, MillerCoors launched a flavoured extension of Blue Moon in the country. The original Blue Moon was launched in the US in 1995.


Sectors: Beer & cider

Companies: SABMiller, Molson Coors

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