WSJ Studies Big Brewers Craft Beer Ventures

The Wall Street Journal published an interesting story this week (see the story on Twincities.com) on the push by big brewers to get into the growing craft beer market. While much of the story focuses on the widely-reported beer numbers (45% craft beer growth, 16% sales growth for independent craft beers, 5% of U.S. beer sales made up of craft beers), the most intriguing part of the story focuses on how the big brewers mask their craft beers, making sure to not openly reveal that they own the brews.

The major brewers generally avoid using the parent company’s name on the labels for their craft beers. Anheuser-Busch Cos., for example, lists Green Valley Brewing Co. as the maker of its Wild Hop Lager, an organic beer. Sunset Wheat from Jacob Leinenkugel Brewing Co., is owned by SABMiller PLC. Blue Moon Brewing Co. is a fully-owned subsidiary of Molson Coors Brewing Co., but the parent company isn’t mentioned on its beer labels…..

The major brewers say they’re not trying to deceive anyone. “We see Blue Moon as being a special brand,” said Andy England, chief marketing officer of Coors Brewing Co., the U.S. unit of Molson Coors. It’s “no more relevant than Kashi (cereal) being owned by Kellogg or Lexus being owned by Toyota,” he said.

What’s your take? Do you feel deceived by Coors when you’re drinking a Blue Moon? Do you care that Miller owns that Leine’s Creamy Dark you’re downing?

 


October 27, 2007 | Filed Under Beer, Craft/Speciality 

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