I think Blue Moon’s line extension efforts are right in line with the rest of the micro/craft segment. They are introducing new styles with the same brand hierarchy as the flagship brand. Same holds true for what we do at Flying Dog and how New Belgium or pretty much any craft brewer launches brands.

Would I like to differentiate all 14 styles of Flying Dog beer and target different consumers with different styles? Yeah, because different types of people are in to different styles of beer and styles are stronger in certain geographies than others. But it’s impossible with the size of our marketing budget and I think the same holds true for my fellow craft beer marketers.

And speaking of the Blue Moon/Miller Craft approaches. Yesterday in looking up an old beer story from the San Diego Union I was presented with a Miller Brewer’s Collection ad. Don’t tink you would have seen this from Blue Moon in 1996.