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Coors Unit Will Patiently Develop High-End Brews

Coors Brewing Co., the third-largest U.S. beer maker by sales, has created AC Golden Brewing Co., a subsidiary that will develop "above-premium" beers, according to an email sent to beer wholesalers last week. The company says that it will cultivate the upscale beers at a similar pace to how it slowly built Blue Moon--a Belgian-style wheat ale--over a decade. Blue Moon is now among the fastest-growing American beers.

The "patient selling model" will contrast with the "usual brewer process of full-blown, national rollouts that are very expensive and have had only limited success historically," Coors says.

In the email, Coors says the unit grew out of Molson Coors director Pete Coors' "passion for great beer, and his belief that there had to be a better--more efficient and effective--way for major brewers to introduce and build new brands." Glenn Knippenberg, an industry veteran who worked previously for Coors, will run the new unit.



Read the whole story at The Wall Street Journal »

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