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Video: MillerCoors' Craft Beer Chief Talks Ad Strategy

Tom Cardella oversees Blue Moon, Leinenkugel's

By Published on .

As big brewers seek to increase sales volume in the sluggish beer industry, one key strategy has been to push smaller craft-style beers.

Anheuser-Busch InBev jump started its craft business in 2011 when it acquired Chicago brewer Goose Island. A year earlier, MillerCoors created a crafts and imports division called Tenth and Blake, which is named for the Leinenkugel's brewery on 10th Street in Milwaukee and the Blue Moon Brewing Co. at the Sandlot, which is located in Denver's Coors Field on Blake Street.

The division has posted impressive sales results, led by Blue Moon Belgian White, which has had 46 consecutive quarters of growth, MillerCoors reported in August. The man in charge is Tenth and Blake President Tom Cardella, who has more than 30 years of experience in the beer industry, including helping launch Stella Artois in the U.S. in the 1990s.

Ad Age caught up with Mr. Cardella at this week's National Beer Wholesalers Association convention in Las Vegas. Under the blue glow of a Blue Moon beer sign, he discussed the division's marketing plans, including for Blue Moon, which has begun spotlighting founder Keith Villa in ads.

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