Chief Beer Taster Acknowledges the Impact of Small Batch “Craft” Beers and Touts Beer as the Libation of Moderation

So how is this for a job? “Chief Beer Taster.”  In an interview appearing in the Wall Street Journal on 10/1/07, Leo Kiely, the 60-year-old, Harley riding, self-described Chief Beer Taster and CEO of Molson Coors Brewing, acknowledges that small batch “craft” beers are snatching U.S. market share from mainstream brewers.  Some of what he said:

WSJ:  How have American beer tastes been changing?

Mr. Kiely:  What’s probably changed the most in a generation is the variety-seeking nature of today’s beer drinker.  I sort of grew up as a beer drinker in the late 1960s, early ’70s, and my brand set was an import, Heineken, and a domestic brand, Schlitz.  Today I watch a beer drinker in his late 20s, and he’ll have an import brand, maybe two, he enjoys.  He’ll have a craft-brew brand.  And the bulk of his beer drinking will still be a light lager.

WSJ:  Someone mentioned that you felt the craft-beer craze has been good for the beer business overall.  Is that right?

Mr. Kiely:  It goes back to consumers.  If consumers are interested in beer, we’ll find our way to get our fair share.  I think the craft brews bring a really important interest among beer drinkers in how beer’s made, why beer’s special.  I am astounded with how curious consumers are about beer, the process of beer.  And lots of guys like to try to make their own beer.

On whether beer can start to take back market share from wine and spirits in the U.S.:

Mr. Kiely:  I think beer is very viable when you head into the future.  You look at it as the alcoholic beverage of moderation.  Beer is growing like crazy in Russia right now, because they’re looking to be able to be more in control.  I think these things go in very long cycles.

On the company forming a new subsidiary, AC Golden Brewing, to develop high-end brews:

Mr. Kiely:  We see enormous potential in beer, especially for strong brands . . . AC Golden will focus on patiently introducing a new brand and allowing it to grow over time.  Look, we introduced Blue Moon 13 years ago and today it is one of the fastest growing craft-style beers.  We like to call it our 13-year overnight success story.

If he said how one gets to be a Chief Beer Taster, the WSJ left it out….