MILWAUKEE -- Earlier this summer, MillerCoors announced plans for a new company focused on craft and import beers, aimed at strengthening relationships within the beer industry and enhancing the overall segment's volume and growth. The company has now announced its new moniker: Tenth & Blake Beer Co., which isofficially open for business.
"This is a unique and exciting period in the beer business," said Tom Cardella, the company's CEO and president. "With the added focus on our craft and import brands and the talent within our brewing network, Tenth & Blake Beer [image-nocss] Co. has the opportunity to make an impact and continue to help grow this segment. We're made up of passionate brewers and merchants of the world's finest specialty brews, and we look forward to celebrating the joy of beer with beer drinkers throughout the U.S."
The organization wanted a name that reflected its great beer heritage from MillerCoors, while highlighting its "unique and differentiated" position in the industry, the company said. The 10th Street Brewery in Milwaukee brews Leinenkugel's and various specialty beers. And Blake Street in Denver is home to the Blue Moon Brewing Co. at the Sandlot. These facilities will be primary sources of many of the company's brews, while serving as incubators of ideas and future beers.
The company's network of brewing expertise extends beyond Denver and Milwaukee, with the Leinenkugel's Brewery in Chippewa Falls, Wis., and the AC Golden brewery in Golden, Colo. In addition to craft brews like Blue Moon, Leinenkugel's, and Colorado Native, Tenth and Blake Beer Company features top imports, such as Peroni Nastro Azzurro, Pilsner Urquell and Grolsch.
"Employees of Tenth and Blake Beer Co. will take beer passion, education and capabilities to the next level," Cardella said. "All team members will participate in training at one of our breweries, take part in beer merchant sessions and go through sales training to better understand and serve our customers."
As an independent yet connected company, Tenth & Blake will own the strategic business driversmarketing, trade marketing and an independent sales organization dedicated to the craft and imports business. The company will in-source other capabilities from MillerCoors, including legal, communications, HR, marketing services and consumer insights.
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