Digging into consumer opinion expressed on social media about Blue Moon, this case study examines consumer expectations and preferences in beer and suggests how social media analysis can be used for branding and marketing initiatives and competitive analysis in the beer industry.

1. Crimson Hexagon  Blue Moon
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

2. COMPETITION IN THE BREWING
INDUSTRY IS HEATING UP
WHAT YOU NEED TO CHANGE
THE GAME IS FORSIGHT
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© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

3. SOCIAL MEDIA ANALYSIS: BLUE MOON
Consumer Opinion of Blue Moon
68,093 Relevant Posts
FINDINGS:
Your flagship product, Belgian
White, drives the majority of online
conversation (63%)
Belgian White is top of mind for
consumers in the witbier category;
many view it as the standard to emulate
in homebrew recipes
Seasonal varieties combine for nearly
20% of entire discussion
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

4. SOCIAL MEDIA ANALYSIS: BLUE MOON
Blue Moon: Harvest Pumpkin Ale
FINDINGS:
Consumers anticipate the Harvest
Pumpkin Ale in the months leading
up to its September release
When bottles became available at
retail, Harvest Pumpkin peaked to 20%
of total discussion about Blue Moon
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© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

5. OPPORTUNITIES
FOR
FURTHER RESEARCH
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6. CATEGORY: What are the main themes of conversation in the witbier category?
PRODUCT MIX: How much voice share does Blue Moon own within MillerCoors’
beer portfolio?
PRODUCT LAUNCH: How do consumers anticipate and react to your specialty releases?
COMPETITIVE ANALYSIS: Why do consumers choose Blue Moon over Shock Top?
COMPETITIVE ANALYSIS: What drives consumers to craft alternatives, e.g.
Allagash White?
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© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

7. Learn More About Crimson Hexagon’s
BrightView™ Algorithm
Click Here for An Introduction To
BrightView ™ Algorithm
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.