ft_beer_prodshot_sm_01The following is an excerpt of an interview with the CEO of Fat Tire (Kim Jordan).  I found it interesting.  To read the full article click here.

YOU NOT ONLY COMPLETE WITH CRAFT BREWERS, YOU COMPETE WITH BUDWEISER AND MILLER. THEY’RE SNEAKY. THEIR “CRAFT” BEERS SUCH AS SHOCK TOP AND BLUE MOON DON’T SAY BUDWEISER OR MILLER ON THE LABEL.

Shock Top has big billboards in Fort Collins that say, “Shock Top Belgian White Ale, Made in Fort Collins, Colorado,” because there’s a Budweiser plant in Fort Collins. Its logo looks a little bit like ours. We use a round logo and a round mark for all of our Fat Tire and friends beers. Shock Top is round. It’s kind of a similar color scheme. A lot of people don’t know that Blue Moon is made by Coors, and they want it that way.

WHY DO THE BIG BREWERS HIDE THEIR IDENTITY WHEN THEY RELEASE A CRAFT STYLE BEER?

They think, and they probably have good reason to, that there is a move towards smaller and local and more craft and they think if it’s Shock Top by Budweiser, that people are going to say, “Oh, I want to buy something from New Belgium instead.”