I notice from today's beer press that multinational brewer, Molson-Coors have consolidated last week's £20 million acquisition of Cornish Brewer, Sharp's by announcing the launch of a range of their own brand guest ales over the course of the coming year.
The move, which can be interpreted as further proof of Molson-Coors seriousness about building up an ale profile and achieving increased market share within this growing sector, will see 16 different beers being available. Included in these will be four seasonal beers from the Worthington range as well sports event one offs and Mitchells and Butlers flavoured ales. I'm not too keen on the sound of the M&B's flavoured ales as the mere suggestion reminds me of Walker's crisps one offs. Anyone up for baked ham and mustard or roast turkey and stuffing beer?
I have my concerns about big beer co's trying to go for a slice of the cask cake and I dont think they are doing it for the love of the ale but, instead, as Coors Sales Director Simon Cox says, the introduction of these beers "is the perfect addition for any business looking to increase profitability and footfall." The bottom line it would appear is the bottom line.
Had it been another multinational then my concerns would be magnified but to be fair to Molson Coors they have maintained the history and brand intergrity of the cask beer that they currently have in their product portfolio, Worthington's White Shield, and I hope that this philosophy is continued with their new beers.
Time will tell whether they are in the cask sector for the duration or whether they are a here today, gone tomorrow beer merchant trying to make a quick buck out of an expanding market.
The ball is in Molson Coors' court and it is now up to them to prove themselves.