Golden-based Coors Brewing Co. plans to introduce a new line of “above-premium beers” under a newly created subsidiary called AC Golden Brewing Co., or ACG.
In an internal announcement made to company employees and distributors last week, Coors officials said the purpose of the brand is to “introduce above-premium beers to the marketplace” using an approach that departs from “the usual big-brewer process of full-blown, national rollouts that are very expensive and have had only limited success.”
That old model, the memo said, distracted brewers from their core business and brands.
The company will be led by former Coors employee Glenn Knippenberg and Frits van Paasschen, president and chief executive of Coors Brewing Co., according to the announcement by Pete Coors, vice chairman of Molson Coors Brewing Co., the parent company of Coors, and the chairman of Coors.
Knippenberg was a former director of marketing at Coors.
The memo said ACG will operate as a subsidiary of Coors Brewing Co., allowing the parent company to focus on its core business and brands.
Coors Brewing is the third-largest brewer in the United States. It is a business unit of Molson Coors Brewing Co., which is the world’s eighth-largest brewer.
