The US-based bastard stepchild of SABMiller and MolsonCoors, MillerCoors, has announced plans to streamline its portfolio by discontinuing some of its “economy” brand line-up. (Read: Ditching some of the cheap beers.) This led me to wonder just what they might be jettisoning, so over to the MillerCoors website I surfed.
The company says that the move will allow them to focus on core economy brands like Keystone Light and Milwaukee’s Best Light, and will also expand the Hamm’s brands, so it’s a cinch those are sticking around. So scrolling through the “Our Brands” section, I come to the following:
Ice beers: Remember the ice beers of the 1990s? I do, but I was being paid to pay attention to such things back then. Well, anyway, apparently MillerCoors still has four — count ‘em, four! — of the things in their portfolio: Icehouse, Milwaukee’s Best Ice, Mickey’s Ice and Keystone Ice. I’m thinking at least two are set for the high jump. (As an aside, I always loved the terminology behind these beers, which suggests they are “brewed below freezing,” never mind the physical impossibility of such a feat.)
Red Dog: Holy crap, MillerCoors still makes Red Dog. Not for much longer, I’m guessing.
Mickey’s: Hard to believe that the venerable Mickey’s Wide-Mouth — forever etched in my memory as the skunkiest beer I have ever encountered — could be discontinued. But then again, MillerCoors has given it one of the most minimalist websites you’re ever likely to find from a big company, so maybe they’ve tired of the whole thing.
Magnum Malt Liquor: When you have Olde English 800, do you really need Magnum? Perhaps not…
Steel Reserve: I admit that I haven’t the faintest idea what this family of three brands is all about, except that apparently it’s been around in various forms since 1998. Maybe or maybe not.
So those are my guesses. Any alternate theories out there?