August 14th 2024.
As of Aug. 13 at 8:12 p.m., new information has been added regarding the closure that Molson Coors has announced. The experimental beer division, AC Golden Brewing Co., will be shutting down, which is known for its popular line of Colorado Native beers that feature local ingredients. According to spokesperson Adam Collins, AC Golden will be ceasing operations by the end of September. This news was first reported by Brewbound and was further explained in an email sent to wholesalers from Michelle St. Jacques, Molson Coors' chief commercial officer.
AC Golden was founded in 2007 as an attempt by Molson Coors, then known as MillerCoors, to compete with the growing popularity of small-batch beer makers at the time. The company was located within the large production brewhouse in Golden, giving them the freedom to experiment with new and bold beer flavors without the risk of losing large amounts of money, as stated on the Coors website. The foundation of this venture was rooted in the company's local heritage, using Colorado-grown barley and hops to create their beers. Their first beer, Colorado Native amber lager, was released in 2010 and quickly gained recognition, earning awards at the prestigious Great American Beer Festival competition. Over the years, the Colorado Native brand has expanded to include over a dozen styles, and AC Golden has also created other product lines such as Juicy IPAs and a German pilsner inspired by founder Adolph Coors' home country.
However, despite the success of Colorado Native, Molson Coors has made the decision to discontinue brewing it. This is a significant change from just a few years ago when the company was boasting that the brand was "thriving" in 2022, despite the overall decline in the craft beer market due to the COVID-19 pandemic. With the discontinuation of Colorado Native, AC Golden played a significant role in the growth of the hop-growing industry in Colorado. However, after a decade, many of the brewery's farmers were forced out of business due to a surplus of the crop.
It is evident that Molson Coors is now making even bigger changes in the craft sector. On Tuesday, it was announced that Canadian cannabis company Tilray will be purchasing four of Molson Coors' craft brands, effectively dissolving its Tenth & Blake craft subsidiary. In her note to wholesalers, St. Jacques explained that this sale will provide the company with more resources to focus on their initiatives to grow their U.S. above premium portfolio and expand into the beyond beer market. These initiatives include well-known brands such as Blue Moon, Blue Moon Light, non-alcoholic Blue Moon, and ZOA Energy drink.
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