MillerCoors is hoping to get its Blue Moon beer on the list of people who love craft beers from microbrews, which have become a major long-tail force in the market. But consumers into
specialty brews see Blue Moon as an impostor (after all, it's owned by one of the detested giants). While MillerCoors says it's for real, artisanal beer makers are on the attack. They call niche
sub-brands like Blue Moon "crafty" for not spelling out their corporate parentage. But Blue Moon has 15% of the U.S. craft market. InBev as its own: Shock Top.
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