I don't think there's any problem with a large brewery creating a sub-brand to differentiate its products that are aimed at a different market. But I do think

I don't think there's any problem with a large brewery creating a sub-brand to differentiate its products that are aimed at a different market. But I do think Coors has crossed a line in trying to make people think Blue Moon is a craft beer. I don't know how many people they fool, but I certainly thought it was one (though I rarely ever drink it; I also think it's an overhyped beer, perfectly drinkable but not something I'd choose if given a reasonable alternative). For comparison, I didn't realize Shock Top was Anheuser-Busch, but I also didn't think it was a craft beer. Maybe I don't pay much attention and it really is marketed the same way Blue Moon is, but in my mind, Blue Moon crossed a line that Shock Top didn't.