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Bloomberg has a piece about Blue Moon, the beer brand created by MillerCoors, which is being attacked by craft beer aficionados who say that its corporate parentage means that it is not really a craft beer ... even though it generally is listed in that category, and has about a 15 percent market share in the craft beer segment.

"After years of quietly building its brand in the shadow of MillerCoors, Blue Moon is fighting back against the naysayers," Bloomberg writes. "It's adding more artisanal brews, including a wine hybrid. Marketing emphasizes the beer's provenance and Belgian-trained brewmaster. Blue Moon is even taking credit for helping to popularize craft ... Blue Moon's decision to confront its critics is a tactical necessity. The brand is the centerpiece of MillerCoors' Tenth & Blake Beer Co., created to capitalize on the rapid growth of craft and import brews and offset slowing sales of light beers."

"We should be proud to make beers that grow and are popular — that's the American way," says MillerCoors CEO Tom Long. "Being small and unpopular, what's the utility in that?"
KC's View:
For me, Blue Moon's credibility was tied to the fact that Spenser drank it in so many of Robert B. Parker's later books. If it was good enough for Spenser, it was good enough for me.

If I were a craft brewer, I wouldn't worry about whether Blue Moon is a craft beer or not. I'd just try to make a great beer that people would want to drink. Because as a beer consumer, I don't really worry about how big the manufacturer is ... I just want to drink something interesting and different and, when possible, local.