Molson Coors Making an Extra-Strength Blue Moon

October 7, 2024 – Molson Coors is showing plans to create a higher alcohol version of its classic Blue Moon, according to an application filed last week with the Alcohol and Tobacco Tax and Trade Bureau. 

“Blue Moon Extra” is an 8% version of the beverage giant’s Belgian wit, the most popular wheat beer by sales in America. The label was accompanied by a matching trademark, which the company applied for on July 12th.

The brand extension appears to be targeting the convenience store channel, as the label for the product is for a single 19.2 oz can most commonly sold in that class of trade. Higher alcohol, single serving formats have become increasingly popular as of late, with sales of brands like New Belgium‘s Voodoo Ranger IPA leading the way.

Blue Moon Extra is not the first extension of the Blue Moon brand by Molson Coors. In 2015, the company released its White IPA (which is no longer in production), which was followed by Mango Wheat the next year. Blue Moon also appears to have had a similarly named “Blue Moon Extra Good” on tap in its bar in the RiNo District of Denver since July of this year. That brand, also 8%, is described as “Our classic Blue Moon Belgian White with a higher gravity twist. That same flavor you’ve come to love but with a bit more of a kick!”