The Denver-based company, one of the world's largest brewers, has formed a small brewing subsidiary called AC Golden Brewing Co. to cultivate above-premium products, joining other large brewers searching for a way to gain a bigger share of the fast-growing market segment already rife with microbrews and craft beer.
I'm curious to see what they come out with and how they handle the branding. Will they intentionally dissociate the Coors name from AC Golden in order to give it more craft beer cred? It may seem that "craft beer" made by Coors is a contradiction in terms and that the AC Golden beer brands will be more poseur craft beer brands like Blue Moon, which also made by Coors. But hey, if it means more people will be exposed to a wider variety of beer, I say it's a good thing.