Molson Coors Brewing Company is forming a business unit to cultivate super-premium beer which is one of the fastest growing industry segments.
The new AC Golden Brewing Company will be designed to build on the success of Coors' Blue Moon Belgian White Ale which had double digit growth in the first quarter.
The company told employees about the developments in an e-mail last week and a Coors spokeswoman declined additional comment.
Analysts say other large brewers are pursuing similar strategies to tap into the higher-end beer market which has experienced strong growth in recent years.
The Denver-based Molson Coors is one of the world's largest brewers.