Molson Coors has secured a deal to acquire Detroit-based Atwater Brewery through its Tenth and Blake Beer Company craft division.Led by beers such as Dirty Blonde and Vanilla Java Porter, Atwater has become a cornerstone of Michigan’s brewing scene, according to Molson Coors.Atwater, which also produces hard seltzers and spirits, operates three taphouses in Michigan.
“The agreement with Tenth and Blake is both the culmination of our past and the catapult to our future,” said Mark Rieth, Atwater Brewery owner.“For Atwater to continue to grow, it will require both capital and brewing expertise. Tenth and Blake brings both, which makes them the ideal strategic partner to help us continue to live our mantra ‘Born in Detroit. Raised Everywhere.’”Atwater Brewery joins other brands in the Tenth and Blake portfolio, including the Jacob Leinenkugel Brewing Company, AC Golden Brewing Company, Saint Archer Brewing Company, Terrapin Beer Company, Hop Valley Brewing Company and Revolver Brewing.
Tenth and Blake said its regional craft brands posted volume growth of more than 16% in 2019.“Atwater has been a staple and a leader in the Michigan craft community for more than two decades, and we’re thrilled to have them join Tenth and Blake,” said Paul Verdu, vice president of Tenth and Blake.“Our priority is to make sure their beer is enjoyed by consumers throughout their core markets and eventually across the Great Lakes region.”
The announcement forms part of Molson Coors’ revitalisation plan, which was launched in October 2019 to generate savings.Since announcing the plan, the company has expanded its ability to innovate in the non-alcohol space by taking a stake in beverage incubator LA Libations and launching new creative campaigns for a range of its brands.