Coors plans more high-end beers

September 1st, 2007 | Posted by Real Beer

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.”

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3 Responses to “Coors plans more high-end beers”

  1. Hark Says:

    AC Golden Brewing? how very corporate of them to choose such a dumb name

  2. Brian Bartz Says:

    Does this mean that they won’t use oxymorons like FROST BREWED in the advertising?

    Hey, good on Coors if they can finally appreciate and respect real beer.

  3. Pete Says:

    Too bad it sounds like they are more interested in the profit than making real beer.