According to Forbes’ latest published data, the Coors family is worth about $4 billion. Unfortunately, that’s not the kind of money that would land you a spot on the publication’s list of America’s Richest Families, for which the collective net worth threshold is currently $10.7 billion. That is the kind of money, however, that could afford you, say — an NFL team, (maybe) two NBA teams or a few NHL teams. The mind wonders to how many beer barrels it would take to house four billion one dollar bills — for the record, 16 billion quarters inside stainless steel kegs weighs a lot.
One prominent member of the $4 billion Coors family is Pete Coors, the current Chairman of macro brewer Molson Coors, the retro-merger construct (previously MillerCoors) formed as a result of an American trust bust which was deemed necessary after the world’s largest macro beer conglomerate (AB InBev) absorbed the world’s second largest macro beer conglomerate (SABMiller), the latter being a corporation for which MillerCoors was a hugely significant manufacturing arm and marketing agent. Pete Coors also is a person who very recently preferred whine over beer in the form of an “open letter” published on Beer Business Daily and which was directed at the Brewers Association.
Apparently, the long-time, independence-boasting posture of the BA — not the ever-gaping hole in lost market share among corporate brewers — has rubbed Mr. Coors the wrong way. He is downright insulted that at this year’s Craft Brewers Conference in Nashville, stakeholders from within the industry would dare to stand up in front of their peers and talk about the very real challenges facing the vast majority of craft brewers in the world.
Brew Studs reached out to the Brewers Association and we received this response from CEO Bob Pease:
“The Brewers Association has the utmost respect for Pete and the Coors family and we would look forward to sitting down with Pete over a beer and discussing his concerns. We look forward to doing so in a thoughtful and respectful fashion. That said, the Brewers Association will continue to work to differentiate and promote and protect small and independent craft brewers in the marketplace and we look forward to working with all of our members, voting and non-voting alike on building the beverage of beer in the United States.”
In writing his letter, it’s almost as if Coors wasn’t aware that in the past several years a handful of macro brewers valued at way over $100 billion bought a class of craft breweries, tried to monopolize statewide distribution, were caught engaging in illegal pay-to-play schemes, instituted a hops blockade, heavily invested in patenting malting techniques, acquired a major homebrew supplier, launched multiple propaganda websites, attempted to hijack craft branding and infringed on craft beer IP. If that’s the case, his letter (perhaps) has much more credence.
To side with Pete Coors, anyone who was at the 2018 Craft Brewers Conference could have easily walked away thinking that the speeches given by Bob Pease and Left Hand Brewing Co-Founder Eric Wallace were fiery, passionate and unapologetic about valuing independence. And yes, the Brewers Association in recent years has found a new upright position in regards to protecting its well known definition of “craft brewer” and the differentiation of real craft beer from craft beer impostors. Without a doubt, leadership in craft beer is displaying a propensity toward supporting tribalism within the greater beer industry. But to borrow from a certain wise man (George Carlin): It’s a big club, and Pete Coors ain’t in it.
In Coors’ letter to the BA, he laid out a set of theses that, although much shorter and poorly devised, are akin to those of Martin Luther’s (if Martin Luther had actually been Pope Leo X — scratch that — Henry VII). I’ll take this space now to list out Pete Coors’ Theses.
In the hours that followed Coors’ letter, a legend in the craft brewing industry, Ninkasi Brewing co-founder Nikos Ridge, responded with answers to each of Pete’s complaints, and they are much more poignant rebuttals than I could ever deliver.