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Product Launch - MillerCoors' Blue Moon White IPA

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MillerCoors' Blue Moon White IPA 

Blue Moon White IPA

Blue Moon White IPA

Category - Beer, ale, IPA/white, 5.9% abv 

Available - From 1 April, but "draught-only pre-launch in select US markets" from next month 

Location - US; nation-wide; on- and off-trade 

Price - Not disclosed, but "in line with Blue Moon Belgian White" 

MillerCoors is planning to launch a white IPA variant of its Blue Moon brand. 

Blue Moon White IPA, with an abv of 5.9%, is set to be rolled out in the US from 1 April. The beer, described as "part American IPA and part Belgian-style White" uses four hops: Citra, Cascade, Simcoe and "rare" German variety Huell Melon. It has an International Bitterness Unit (IBU) count of between 45 and 47. 

"When we decided to brew an IPA we wanted to do something different," said Keith Villa, Blue Moon's head brewmaster. 

The launch will be backed by a "full marketing campaign", MillerCoors said, including digital and outdoor activity. 

In the run up to the launch, the brewer is giving consumers the chance to hunt down the brand using a series of clues, such as GPS co-ordinates. 

The original Blue Moon is based on a Belgian White beer. Other variants have included a Winter Abbey Ale and a Grand Cru

In Q3 results, the Blue Moon brand, which is part of MillerCoors' Tenth & Blake division, saw low single-digit sales growth

To read an exclusive just-drinks interview with Keith Villa, click here


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