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After paring back its craft portfolio heading into last yr, Molson Coors' remaining natl craft brands, Blue Moon and Leinenkugel's, still struggled to find their footing in 2025. Collectively, Blue Moon and Leinenkugel's slipped 7% to $382 mil with volume down 11.5% to 9.7 mil cases in Circana multi-outlet + convenience data last yr. That's still around 5% of MC's beer sales, 3% of volume in scans, but losing ground. And while a small portion of the mix is in different segments like non-alc (Blue Moon NA) and subpremium (Leinenkugel lager/light lager), Blue Moon and Leinie collectively lost 0.3 share of craft beer $$, 0.7 share of volume for the year in Circana data. Down to 8.2 share of craft $$ and 9.2 share of volume, respectively. Blue Moon NA and Extra Growth Unable to Curb Core Drops; NA at 5% of Mix Blue Moon is back over 3/4 of MC's craft mix even as its $$ dipped 6% to $296 mil with volume off 11% to 7.3 mil cases in these channels. Volume took an extra hit amid the switch from 15pks to 12pks and growth from Blue Moon NA and new Blue Moon Extra wasn't able to offset tuff drops from flagship Belgian White, Light, Mango Wheat and remaining fallout from discontinued LightSky Tropical Wheat and Haze. Flagship Belgian White $$ down 9% and Light down 16% was a particularly tuff outcome in a year that co upped its marketing game with new natl campaign bringing in SNL castmember Colin Jost as spokesperson. Tho Blue Moon Belgian White trends weren't as soft on premise, gaining share of beer in tracked Nielsen CGA channels last yr. And Blue Moon NA managed to grow 26% to over $16 mil in Circana MULC, accounting for over 5% of Blue Moon's total sales and nearly 3 share of total non-alc beer $$.Leinenkugel's $$ Down 11% for the Yr; Improved in Q4 Leinenkugel's was down 11% with volume off 13% for the year in 2025 scans, softening vs 2024 trends in these channels. But there were some positive signs. Core Shandy Seasonal and Grapefruit Shandy were down for the year but Shandy Seasonal improved to flattish in Q4 and Grapefruit grew more than 30% including stronger growth in Dec. That's not even counting some separately tracked SKUs of Leinie Summer Shandy adding incremental growth. And its variety pk grew for the year including a 50% surge in Dec. Yet new intros like Leinie Lodge lime lager didn't make up for drops from previous launches like Lakeside Cherry and Juicy Peach. Low-end Leinie lagers and other non-shandy offerings were mostly soft too.Positive Signs for Leinie in Early 2026 but Blue Moon "Still a Work in Progress" Much of that positive momentum on Leinie's top brands carried over into the first 6 wks of 2026, driving growth to start the year in scans. Blue Moon saw improved trends to start the yr too but continues to slip and lose share as trends pulled back at steeper rates in the latest 2 wks. Very little commentary from Molson Coors execs during CAGNY presentation and Q&A a couple days ago, tho ceo Rahul Goyal called out Blue Moon Belgian White as "still a work in progress," while NA is growing strong, and "probably" now #2 among craft NAs amid co's broader efforts to "accelerate" its position in above premium beer.

MC Craft $$ Down 7%, Volume -11.5% in 2025 MULC; Better Start & Positive Leinie in Early 2026; Blue Moon Still Challenged

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