The Cycle

Coors gets classy

The Coors Brewing Co. is trying to take advantage of the shifting tastes of American beer drinkers and has launched a new subsidiary called AC Golden Brewing that will develop high-end beers, reports . In an e-mail sent to beer wholesalers last week, Coors Brewing said AC Golden Brewing would introduce above-premium beers into the market at a calculated pace, which contrasts with the “usual brewer process of full-blown, national rollouts that are very expensive and have had only limited success historically.” The company said it would grow its upscale beers at a pace reminiscent to that of its Blue Moon brand, which took over a decade.

The launch of AC Golden Brewing comes at a time when the beer industry has lost market share to wine and spirits brands as well as upscale “craft” beer brands. Conventional domestic beers have also been losing market share to imported brands. The country’s top two beer producers Anheuser-Busch, SABMiller PLC’s Miller Brewing Co., both recently launched new beverages in response to the changing tastes of consumers.

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