Coors to Launch Pale Moon Belgian Pale Ale - Blue Moon Line Extension | Drink Craft Beer

Coors to Launch Pale Moon Belgian Pale Ale - Blue Moon Line Extension

So it appears that Coors is set to launch a new Belgian Pale Ale called Pale Moon. This will be an extension to the Blue Moon franchise, which already includes the Blue Moon year-round Belgian Wit Ale, as well as a seasonals for the entire year.

This new offering is described as:

Belgian-Style Pale Ale brewed with cascade hops and a touch of hibiscus and orange peel.

It rings in at 5.4% abv and will come in 12oz bottles.

According to the rear label:

Pale Moon is a drinkable pale ale that has a distinctive hop aroma, without the lingering aftertaste. This Belgian-Style Pale Ale is brewed with European malts, cascade hops and a touch of hibiscus and orange peel. These ingredients create a rich copper colored ale with a flavor complexity that one would expect from the Blue Moon Brewing Company.

Information from the Brewblog, which can be found here, furthermore states: "Chief Marketing Officer Andy England said Coors... will add 22-ounce bottles and 12-packs of seasonals."

Pale Moon will launch in test cities in May and will have a national rollout in 2009 if it's well accepted.

Also, taken from Brewblog:

A press release discussing Coors’ new advertising is here.