Share
![cover art for How Coors Capitalized on Craft Brewing's Boom](https://res.cloudinary.com/pippa/image/fetch/h_750,w_750,f_auto/https://assets.pippa.io/shows/6434694c221abd001151c103/1681157368005-210290aeffef7876ad21d44eda11af0d.jpeg)
Taplines
How Coors Capitalized on Craft Brewing's Boom
Season 1, Ep. 34
•
Returning to Taplines today for the second installment of our two-part episode about Blue Moon's historic, controversial rise is Keith Villa, the former Coors brewer who created the iconic, top-selling Belgian-style witbier in the mid-'90s. We discuss the brand’s soaring success after its rocky first few years in the Rocky Mountains — and how once Blue Moon found its footing in Coors' portfolio, it started to face criticism from some members of the craft brewing industry, who painted the beer as an interloper to “the movement” that Villa had considered himself a part of. (This is Part 2; make sure to check out Part 1 in your podcast feed if you haven't yet.) Don't forget to like, review, and subscribe!
More episodes
View all episodes
53. Shattering Homebrewing’s Pint-Glass Ceiling
58:14||Season 1, Ep. 53Today on Taplines, meet Annie Johnson. She’s a longtime homebrewer, the self-avowed Queen of Beer, and an old source of mine from way back. Annie has been brewing her own beer since the mid-’90s, and winning first-place ribbons for ‘em nearly as long. The woman has enough these days to make a damn cape out of ‘em — and she did. We talked about that, and so much more. Don't forget to like, review, and subscribe!52. Inside Anheuser-Busch’s "Microbrewing" Skunkworks
01:00:22||Season 1, Ep. 52Like any good parable, the "David and Goliath" self-mythology of the American craft brewing industry in the '80s and '90s was illuminating, compelling — and maybe a bit reductive, too. In Episodes 33 and 34, we examined this us-versus-them dynamic from the perspective of one of the “thems,” Keith Villa, who created the Blue Moon Brewing Company from within the Coors colossus in 1995. Today, we’re coming at it once again through the eyes of New Realm Brewing Co. cofounder and brewmaster Mitch Steele, who did a substantial stretch, semi-concurrent to Villa’s at Coors, at Big Beer’s biggest and baddest "Goliath" of all: Missouri’s pre-InBev Anheuser-Busch. After starting his career in a California brewpub, Mitch eventually wound up in St. Louis towards the end of the 20th century on a skunkworks-style R&D team tasked with brewing up answers to those pesky “microbrews” that would somehow satisfy distributors in the mighty red network, the American drinking public, and August Busch the Third himself — no mean feat. Would creative extensions on the premium Michelob line do the trick? What about a new brand named for A-B’s hop farm in northern Idaho? You’ll have to listen on to find out. Don't forget to like, review, and subscribe!51. How Stone Brewing Dropped a $56-Million Stunner on Molson Coors
01:01:29||Season 1, Ep. 51Today, we’re joined by the one and only Bianca Bruno, an editor of the venerable trade publication Beer Business Daily, who was there, live and in-person, to cover the landmark trademark trial between San Diego’s Stone Brewing Company and macrobrewer Molson Coors over an allegedly infringing Keystone Light rebrand. The federal jury trial yielded a shocking verdict, and what it revealed about the state of Stone’s business would set the stage for the once vehemently independent firm’s sell-out to Sapporo later that year. Don’t forget to like, review, and subscribe!50. Saving Narragansett, New England’s Beloved Legacy Lager
50:49||Season 1, Ep. 50After trading hands several times and closing its Rhode Island facility to contract brew, the Narragansett brand was eventually scooped up by a group of investors in 2005. With hands-on experience marketing beverage alcohol from creating Hendrick's Gin and Sailor Jerry Spiced Rum, Quaker City Mercantile founder and 'Gansett investor Steven Grasse set about rebranding the flagship legacy lager and the rest of the company's portfolio for a future befitting its storied past. This is the story of how that went. Don't forget to like, review, and subscribe!49. When Bud Light First Got Fruity
42:45||Season 1, Ep. 49Our guest this episode is Jeff Musial, a bev-alc industry veteran who was working in research and development for new products at Anheuser-Busch in the mid-Aughts. This was a heady moment for the St. Louis giant; Bud Light volumes would peak in 2008, the same year the Brazilian-led Belgian outfit InBev would complete its hostile takeover of the firm. But before any of that, Jeff and his team would launch a new line-extension of the A-B flagship, Bud Light Lime, that cracked the code on flavor-forward fruited light lagers for the United States’ leading purveyor of ‘em. Don't forget to like, review, and subscribe!48. How Cold IPA Got Hot
51:04||Season 1, Ep. 48In 2018, Gold Dot Beer’s Kevin Davey was working as the brewmaster of Portland Oregon’s Wayfinder Beer when he hit upon the idea of brewing an India Pale Ale with lager yeast. Hazy IPAs had yet to consolidate their grasp as the dominant substyle of the traditional West Coast variety, and this was the age of tinkering; in fact, Davey says his experimental brew was an answer of sorts to Kim Sturdevant’s Brut IPA invention in San Francisco during that same era. (Check out the episode directly prior to this one for that story.) Davey called his crisp, clear, dry-hopped creation “Cold IPA” — a nod to its lager-like production process, and the temperature at which it's meant to be enjoyed. Don't forget to like, review, and subscribe!47. Why Brut IPA Never Hit It Big
46:29||Season 1, Ep. 47Towards the end of the Teens, Kim Sturdavant was brewing at Social Kitchen & Brewery in San Francisco when he developed a new kind of India Pale Ale. He christened his crisp, dry varietal Hop Champagne, and christened the promising new substyle "Brut IPA," a nod to the sparkling wine that this new beer resembled. Brewers in the Bay Area loved it, and drinkers seemed to, too, so Sturdavant had high hopes for the substyle’s future. But just a few years later, Brut IPAs rarely earn mention from craft brewing enthusiasts (let alone casual drinkers) and if they do, it’s often in the form of a punchline. What happened? Well, that’s what Sturdavant joins Taplines today to talk through. Don't forget to like, review, and subscribe!46. The Controversial Rise of Big, Honkin' Pastry Stouts
53:59||Season 1, Ep. 46Pastry stouts — sweet, saccharine, indulgent beers built on flavors more common to a bakery than a brewery — emerged towards the end of last decade as a coveted, if occasionally maligned, pseudo-style of craft beer. Many trace their rise to a southern California brewer named Derek Gallanosa (currently: GOAL. Brewing, previously Moksa Brewing and Abnormal Beer Co.), who joins Taplines today to to recount the pastry stout’s humble beginnings and reflect on its sweet, surprising success with the American drinking public since. Don't forget to like, review, and subscribe!45. The Inside Story of "Black Is Beautiful" Stout, One of the Biggest Cause Beers Ever Brewed
56:38||Season 1, Ep. 45In the early months of the pandemic, Marcus Baskerville was working as the head brewer at Weathered Souls Brewing Company, the brewery he co-founded in San Antonio, when a police officer five states away murdered George Floyd. Marcus, who would go on to become a founding member of the National Black Brewers Association, had an idea to galvanize the industry and raise money for police brutality reform. What emerged was Black Is Beautiful, a stout recipe that would eventually be brewed by more than 1,600 breweries across the country (and 22 countries around the world.) The beer raised millions of dollars for charity, and provided a blueprint for cause beers to come. This is its story—and Marcus's story, too. Don't forget to like, review, and subscribe!