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Strategic priorities

Blue Moon

Strategic priorities: Developing strong, relevant brand portfolios that win in the local market

'Blue Moon rises in a falling market'

Although much of the beer market in the USA has suffered from the economic slowdown and a trend among some consumers to switch to cheaper beers, craft beers have continued to sell well among drinkers who value their heritage and distinctive characteristics.

During the year MillerCoors launched a programme to build on the success of the country's leading craft beer, Blue Moon. Breaking the tradition that craft beers rely on 'discovery' and word of mouth rather than advertising, the business mounted a national advertising campaign, one aim of which was to increase sales through supermarkets and bottle stores. To create further buzz around the product, it also launched the special edition Blue Moon Grand Cru in a distinctive indigo bottle to mark the blue moon (the second full moon in a calendar month) that occurred on New Year's Eve, 2009. The move attracted more attention to the Blue Moon brand and followed two other seasonal brand extensions, Honeymoon and – in the fall – Full Moon.

Coupled with wider distribution, the advertising campaign and the flow of innovative variations on the product have helped to keep Blue Moon relevant and interesting to its consumers. Sales for the year were up by high single digit percentage growth and the brand continues to make a valuable contribution to MillerCoors' overall results.

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Strategic priorities

SABMiller's strategic focus is centred on four priorities

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