MC Forms New ‘Craft” Company

Tenth and Blake Beer Company will push craft and imports

MillerCoors has created a new company to handle its portfolio of craft beers and imports.

Tenth and Blake Beer Company has opened for business.

Leinenkugel’s is brewed in Milwaukee at The 10th Street Brewery, while Blake Street is ‘home’ to Blue Moon in Denver.

CEO and President Tom Cardella said the company hopes to expand its craft beer and imports businesses. The company’s brands include Blue Moon, Leinenkugel’s and Peroni Nastro Azzurro. Cardella has been MillerCoors’ eastern division president. The company said those breweries will be the main sources of Tenth and Blake Beer Company’s brews.

The company will be connected to MillerCoors but operate independently. It will run its own marketing and have a separate sales organization, although other aspects including legal, communications and human resources will overlap with MillerCoors, which is based in Chicago.

In a press release, the company stated that “as an independent yet connected company, Tenth and Blake will own the strategic business drivers – marketing, 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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