MillerCoors thinks that its craft beer line just isn’t getting the respect it deserves.
Rival micro beer brewers have assailed the company’s Blue Moon brand as little more than a covert bid to get a foothold in the exploding craft beer market. However, the brand has garnered strong sales and now accounts for 15% of the U.S. craft beer market, Bloomberg notes.
That hasn’t played well with other craft brewers. Last year, a trade group representing micro brewers included MillerCoors in a list of companies declared to be too large to be properly called craft brewers. The group also chastised larger companies who make supposedly-craft beers for dropping the names of their corporate parents from advertising.
Responding to the attacks, MillerCoors is now openly challenging Blue Moon’s critics, pointing to its sales success and expanding its line of brews. Taking a shot at some of its smaller rivals, MillerCoors CEO says “Being small and unpopular, what’s the utility in that?”
He also noted that Blue Moon pre-dates most of its micro brewing competitors.
MillerCoors is a joint venture between Molson Coors Brewing Company (TAP) and SABMiller (SBMRY).