Blue Moon has grown too big for Tenth & Blake, MillerCoors said

Blue Moon has grown too big for Tenth & Blake, MillerCoors said

MillerCoors is to move marketing for Blue Moon and Leinenkugel's away from its Tenth & Blake craft unit because the two beer brands have grown too big.

Marketing teams for the pair will return in-house, Tenth & Blake CEO Scott Whitley said yesterday. The division will continue to oversee brands including recent acquisitions Saint Archer, Terrapin, Hop Valley and Revolver, as well as imports including SABMiller's Pilsner Urquell and Peroni.

"Blue Moon and Leinenkugel's have grown from regional powerhouses into national mainstays," Whitley said. "Given the current size and scale of these powerhouse brands, and the capacity needed to fuel their further growth, we will be moving the marketing departments of Blue Moon and Leinenkugel's out of Tenth & Blake and into the MillerCoors organisation."

Whitley also announced that Tenth & Blake will become the business development arm of MillerCoors. It will aim to build and expand craft acquisitions and explore "future Molson Coors craft and import opportunities".

Tenth & Blake was created within MillerCoors in 2010 in an attempt to tap into consumer demand for high-end, smaller-scale beers. It has since expanded its portfolio through a number of acquisitions, including the purchases of Terrapin, Hop Valley and Revolver in July and August. Saint Archer was bought last September.

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