Coors Brewing Co. has created a new subsidiary, AC Golden Brewing Co., that apparently will attempt to take advantage of growing consumer interest in what are generally called craft beers.
“The high end is where it’s at. So it seems logical they would put a lot more focus on the high end,” Paul Gatza, director of the Brewers Association, a Boulder-based industry trade group, said of Coors.
Coors has had great success with its Blue Moon White Ale, which outsells all the craft brands except Samuel Adams Boston Lager and Sierra Nevada Pale Ale – and has even topped them in recent weeks.
Coors, a unit of Molson Coors Brewing Co., disclosed its plans for AC Golden Brewing in an e-mail to its employees and distributors that called the new subsidiary a “brand incubation brewery.”