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.
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