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Thursday, August 30, 2007

Molson Coors Forms AC Golden Brewing in "Above-Premium Beers" Push

It looks like Molson Coors Brewing wants its Coors Brewing subsidiary to come out with a hit craft beer more than once in a blue moon.

Beer distributors and company employees have been told the company formed AC Golden Brewing Co. in Colorado to make "above-premium beers." The company says it will use low key roll outs in hopes of finding another Blue Moon, a brand that is among the fastest growing at the craft end of the market.

Coors also makes Coors Light, Killian's Irish Red and Keystone, but avoids connecting Blue Moon with these brands.

AC Golden Brewing's efforts will be closely watched by craft brewers. Anheuser-Busch has been extremely active in rolling out craft-styled flanker brands in recent months. The larger brewers benefit from established distribution channels which can more easily obtain store cooler space and bar tap handles than small brewers. While the giant brewers are careful to not put major ad spending behind the brands, the process of consumer discovery of these new brands is greatly assisted by the fact that they end up in thousands of retail locations almost overnight.

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