The beer, a hybrid of a Saison and a Belgian Red, “gets its red amber color and malty caramel taste from a unique combination of five malts. We then add white pepper and hibiscus for a subtle spice character, balanced with a pleasantly tart finish.”
The test markets for the launch include: Atlanta, Columbus, Denver, Hartford, Minneapolis, Phoenix, Rochester and St. Louis. Farmhouse Red will only be available in six-packs and only in select off-premised accounts.
As for whether the Farmhouse Red will be a year-round beer, Tenth and Blake President and CEO, Tom Cardella, told BeerPulse last month, “We’re still seeing really strong growth trends overall so there is no hurry to make decisions. We think it has the potential. Right now, Farmhouse is a test. If we feel as though it makes sense to be the companion to Belgian White on a year-round basis, we will do that.”
On the call, Cardella offered up some other Blue Moon news…
- Belgian White is continuing pretty much on trend from a growth perspective. It grew nearly 20% last year. As for whether Blue Moon seasonals are matching last year’s torrid pace of 40%, “We have noticed a little bit of a slow-up in the spring seasonal this year across the whole category. In general, though, we’re feeling good about the Blue Moon brand family.”
- Another brand that Blue Moon is getting learning on is the Valencia Amber Ale that was featured in this spring’s variety pack. “It could be possibly something that we also look at on a year-round basis,” says Cardella.
- Cardella says they got some good learning on Blue Moon Vintage Blonde Ale during testing for that beer. ”It actually brought in a lot more female drinkers and others that skew more toward wine occasions.” Brewmaster, Keith Villa, is working to create a separate series based off of Vintage Blonde with branding that will be completely revamped.
- Will Blue Moon Grand Cru be a part of that line? No, says Cardella. While they like that beer, as of right now, it will not be returning this holiday season.
- Finally, Tenth and Blake is interested in expanding The Sandlot Brewing Company to be more of a year-round operation and visitor destination. Because it is attached to Coors Field where the Colorado Rockies play, it is only open to the public during baseball season.