Blue Moon Serves Pie Pints
Molson Coors’ Blue Moon Brewing Co. suggested a twist on holiday beverages this year by replacing its iconic orange wheel garnish with a pie.
Blue Moon Pie Pints, the brewing company’s holiday campaign, is running online in November to promote a special three-pack of mini pie garnishes ahead of celebrations such as Friendsgiving and Thanksgiving.
Blue Moon partnered with Melissa Ben-Ishay, a popular internet personality and founder of Baked by Melissa, a New York-based cupcake company. Ben-Ishay worked with Blue Moon's team of brewmasters to craft three miniature pie recipes.
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"Blue Moon's orange wheel garnish is so iconic it would take something special for us to even consider replacing it," said Leah Bowman, associate marketing manager at Molson Coors Beverage Company, in a news release. "Our ambition is to be the brighter brewing company, so we knew we needed to create something that was both fun and unexpected as well as perfectly paired to the flavors that make our beer special.”
Ben-Ishay’s recipes are:
- Spiced Citrus Pumpkin Pie: Pairing best with Blue Moon’s white Belgian-style wheat ale, the spiced citrus pumpkin pie is a classic pumpkin pie with “an elevated twist,” incorporating “dashes of coriander and orange zest that complement the subtle sweetness and bright, citrus aroma of Belgian White.”
- Tropic Sky Pie: Pairing best with Blue Moon’s LightSky light wheat beer, the tropic sky pie is filled with a mango and pineapple custard that complements LightSky’s citrus and tropical wheat flavors.
- Coconut Citrus Pie: Pairing best with the brand’s Moon Haze beer and its tropical coconut flavors and “heavy tropical citrus aroma,” the coconut citrus pie aims to balance Moon Haze's hoppiness with juicy flavors and a light coconut filling with oranges.
From Nov. 7-11, consumers could order a limited quantity of Blue Moon Pie Pints three-packs per day ($18 each) at BlueMoonPiePints.com. Every pack was made fresh at Brooklyn-based bakery Pie Corps. Each pack type was restocked every day at 9 a.m. EST.
For those who couldn’t purchase the packs before they sold out each day, Blue Moon still invited them to enter a sweepstakes to win a free pint pack shipped to them via a dedicated microsite. The sweeps ran Nov. 7-20.
Additionally, Blue Moon is offering Ben-Ishay’s recipes for consumers to bake on their own online at BlueMoonPiePints.com/recipes, along with other recipes from the brand. Ben-Ishay promoted the recipes and campaign on her Instagram (@bakedbymelissa) via a paid video ad on Nov. 8.