Molson Coors’ Craft Breweries Respond To Covid-19 Pandemic

Let’s save our arguments whether smaller brewing operations now owned by Big Beer companies can legitimately be craft breweries for another time. The pandemic is presenting a national challenge and Molson Coors’ family of ‘once craft’ brands are stepping up to help.

Atwater Brewery

Responding to national shortages, Atwater Brewery, which is not yet a Molson Coors property but will be soon pending final approval, is using its Detroit distillery to make much-needed hand sanitizer.

The first of an estimated 300 bulk gallons rolled off the line this week, and it plans to make up to 2,000 gallons next week. And Atwater is working with Michigan authorities to ensure the hand sanitizers are distributed to areas with the most critical need.

Revolver Brewing

Granbury, Texas-based Revolver Brewing is working with a nearby distillery to convert bulk beer into hand sanitizer.

Revolver also is working with distributors to feed their crews on the front lines of transporting and merchandising beer and ordering lunch for its brewery workers daily to support local restaurants.

Terrapin Beer Co.

Terrapin Beer has announced that it will be donating a percentage of sales from its to-go beer sales to “Giving Kitchen,” an Atlanta-based nonprofit that provides emergency assistance to food service workers through financial support and a network of community resources.

The Athens, Ga.-based brewer is also providing meals to its production teams from local restaurants and helping distributors make deliveries and merchandise shelves in grocery and convenience stores.

Hop Valley Brewing

Hop Valley is providing food for its local distributor to feed their warehouse crews, many of whom have been working extended hours to help meet growing demand amid consumer stock-ups in response to shelter-in-place orders.

The Eugene, Oregon brewery, which then MillerCoors took a majority interest in in 2016, is also partnering with its distributors to assist in retail merchandising.

Saint Archer

Saint Archer Brewing is donating $1 to the United States Bartenders’ Guild for every case sold out of its California tasting rooms.

The San Diego brewery also is providing meals to retail stores and distributors and helping distributors with merchandising efforts in off-premise retailers.

Leinenkugel’s

Leinenkugel’s is providing 165 barrels of bulk beer to the neighboring Chippewa River Distillery in Wisconsin this week for use in the manufacture of hand sanitizer.

The Chippewa Falls brewery also is purchased lunch all week for its brewery employees and nearby distributor partner from local restaurants that carry its beer products, with the two-pronged goal of supporting local restaurants while their on-site dining operations are halted and helping employees and distributor crews working long hours to push more beer into off-premise retailers.

AC Golden

AC Golden is donating $20,000 to the Colorado Restaurant Association on behalf of its Colorado Native brand. The proceeds are earmarked to helping service industry members who are out of work because of state-mandated shutdowns.

The Golden, Colo.-based brewery also is supporting distributors by helping with merchandising efforts in off-premise retail accounts.

Like breweries stepping up at this critical time?     Here’s more

MOLSON COORS PLEDGES $1 MILLION TO BARTENDERS IMPACTED BY PANDEMIC

ANHEUSER-BUSCH REDIRECTS SPORTS & ENTERTAINMENT DOLLARS TO COVID-19 EFFORTS

H/T to Beer & Beyond for its considerable help with this piece