MillerCoors -- a joint venture between SABMiller and Molson Coors (TAP) -- last week announced that it has launched a new corporate division intended to focus on the company's craft and import beer business. This business (which is a rather solid performer) includes brews Blue Moon, Peroni Nastro Azurro, and Leinenkugel's.

The new unit is named Tenth and Blake Beer, after the streets where MillerCoors' breweries are located in Milwaukee and Denver. Tom Cardella, who was appointed president and chief executive officer of Tenth and Blake noted, "You are seeing a tremendous amount of consumers gravitating to craft beer.... Consumers are being more discerning about beer."

Perhaps it was because of the poor economy that so many investors have been turning to beer to alleviate their woes. The upside is that Molson Coors Brewing (TAP) had a strong second quarter.

The brewer announced that net income increased to $1.27 per share or $237.2 million during the most recent second quarter compared to $1.01 per share or $187.3 million during the same quarter a year ago. Adjusting the results for special charges, TAP earned $1.25 per share, compared to $1.11 per share last year.

As for net sales, TAP earned $883 million in the second quarter compared to $799 million last year. Not only were the results better than those from a year ago, but the brewery also topped the Street's expectations for earnings of $1.18 per share and revenue of $867 million. Although earnings were better, the brewer noted that worldwide beer sales were 0.7% lower. This drop in volume was attributed mainly to the economic issues in the U.S.

As the stock market gains strength today, Hilary Kramer, editor of GameChangerStocks.com, says that there are certain stocks that will do better in a rising market -- and that will be able to sustain their gains over the summer. Among her summertime picks: Cabela's (CAB), Morton's Restaurant Group (MRT) and Anheuser - Busch InBev (BUD).

Watch the following short video to see why these stocks should sizzle over the summer.

In the business world, there's rarely a thing as growing too big. But unfortunately for Sam Adams brewer Boston Beer (SAM), the price of success could be higher costs and the loss of its label as an "artisan" craft beer.

That's not to say a cold bottle of Sam Adams Summer Ale will taste any different to consumers. But according to the Brewers Association, "artisan" brewers include small outfits that put out less than two million barrels of suds a year. That means the brewer that almost single-handedly sparked interest in smaller batch brews with more flavor could be pushed into the same category as the big beer vendors like Anheuser Buch Inbev (BUD) and Molson Coors (TAP).

Though by some estimates, consumer spending has topped its 2008 peak (really!) there is no denying that many businesses are still offering rock-bottom prices to lure shoppers out of their shells. You can now add convenience store chain 7-Eleven to the list.

The company just announced that it will be offering a lower-priced private label beer in an effort to connect with Americans looking for a cold brew this summer. The label is called "Game Day," and will be produced by City Brewing of Wisconsin -- a facility that joined up with Boston Beer (SAM) in 2007 to craft its flagship Sam Adams lager.

While the merger may not have been a surprise thanks to what is called "global consolidation" brewing world, the winner of the competition was. Femsa Cerveza (FMX) -- brewer of Dos Equis, Sol, and Tecate -- was purchased by Heineken in a deal worth $5.5 billion in stock. Heineken is widely considered a "surprise" winner of the Femsa sweepstakes, as most industry analysts were chalking up Femsa to a purchase by SABMiller.

Heineken already held a stake in Femsa's Brazilian operations and distributes the Femsa brands in the United States. As a result of the deal, Femsa will hold a fifth of Heineken, which equals 12.5% of Heineken N.V. stock; Femsa will also have 14.9% of Heineken Holding.

You know, it figures that this would be the year that I give up my Bengals season tickets. I suffered through three years of horrid football and decided that I was not going to renew my tickets for financial reasons or as a protest against the team's (mis)management in the past 19 years.

That said, one reason that did not attribute to my giving up the tickets was the NFL's new tailgating rules. In an article Darren Rovell put on Twitter this morning (featured in USAToday), a New York Jets fan says that the tailgating rules (that limit tailgating to 3.5 hours before kickoff) may be the "final nail" that forces him to give up his season tickets. The new tailgating rules are supposed to help "crack down on drunken and disruptive fans" by limiting the time fans can tailgate.

Constellation Brands, Inc. (NYSE: STZ) manufactures a variety of alcoholic beverages for several prominent brands and has reason to celebrate a surprisingly good earnings report today. The firm's EPS of $.54 was much higher than the $.41 analysts expected.

According to the company, much of the excess profitability was due to lower restructuring costs this quarter. Overall sales were down partially due to a stronger dollar and a trend amongst the drinking public to purchase lower priced products.

This morning, Diageo (NYSE: DEO), the world's largest spirits maker, announced that annual profit increased 7%. The company's net sales for the year increased 15% to 9.3 billion pounds thanks to solid performance in its international segments.

Diageo's sales increased during the past few quarters, thanks to investment in major brands like Johnny Walker, Guinness, and Smirnoff. This investment has helped the company weather the global economic downturn better than most of its major rivals.

I saw a story in The Wall Street Journal last week discussing what is being called a "rare" slump for Anheuser-Busch InBev. The company saw volume sales fall for Bud Light for the first time in the beer's 27-year history. Dollar sales of Bud Light dropped 2.5% (compared to a year earlier) in the U.S. during the 13 weeks that ended on July 12. Volume sales were 5.5% lower.

So, what can Bud do to rev up sales? How about a new advertising campaign with more than 15 new television commercials and new retail displays. When the American football season begins, the new ads will inundate our television screens and it will further the beer's "Drinkability" campaign that began a year ago.

I see it most on Friday afternoons, no matter what the weather: people dressed in uniforms from blue-collar jobs, or dirty overalls, trudging down the street towards their homes, carrying a case of beer, in cans. Sometimes there will be another item in a plastic bag from the corner convenience store: a bag of potato chips, maybe. But the beer never changes.

Even more of it than last year, says MillerCoors, the U.S. combination of Molson Coors Brewing Company (NYSE: TAP) and SABMiller Plc (OTC: SBMRY). According to MillerCoors Chief Commercial Officer Tom Long, growth is slowing but, despite a recession, is slowing less than wine or spirits growth; down to 0.6% for 2009-2012 compared to 0.9% between 2004-2008. Among Miller and Coors brands showing market share growth are Miller Lite, Coors Light, Miller Genuine Draft 64, Blue Moon Beer (a craft beer), Miller High Life and Keystone Light. First quarter sales for the company were up 3.8% for profit of $68.5 million.

Although commodity cost pressures continued, Molson Coors Brewing Company (NYSE: TAP) saw its quarterly earnings climb 51% compared to a year ago. Net income excluding special items rose 46% to $216.4 million, far better than the pro forma profit of $136.6 million a year ago.

According to the brewery, five of its six focus brands saw sales to retailers increase. The lone declining brand was Miller Lite, which decreased in the mid-single digits. Coors Light saw its sales to retailers increase in the low single digits, Keystone Light saw a double-digit increase, Miller High Life saw a mid-single-digit increase, and (my wife's favorite beer) Blue Moon helped drive TAP's craft and import portfolio higher. Miller Genuine Draft saw sales to retailers increase after a decade of drops thanks to growth from MGD 64. TAP's total sales increased 3% thanks to pricing strength that offset a 2% drop in volumes. TAP expects to achieve $238 million in synergies by the end of 2009, which is higher than its original forecast of $225 million.

Blogger Paul Kedrosky posted a fascinating Bloomberg chart showing that alcohol consumption in the U.S. has started to decline. He opines people feel so poor that they have cut back on booze -- which casts aspersions on the defensive status of booze stocks. Piqqem Sentiment on Molson (NYSE: TAP), considered the best of the brewery companies, is modestly positive with rising sentiment.

I am a big fan of Diageo (NYSE: DEO), for no other reason that the company produces this blogger's two favorite adult beverages: Guinness and Captain Morgan. I am not an investor in the company, but with the copious amount of product I have consumed in the past 14 (or so) years - I may as well be. This is why I keep taps on the company's announcements, hey, I track what I know.

Coca-Cola (NYSE: KO) closed at $43.29. KO is scheduled to report Q4 EPS on February 12. KO February option implied volatility of 36 is near its 26-week average of 34, according to Track Data, suggesting non-directional price movement.

PepsiCo (NYSE: PEP) closed at $50.44. PEP is scheduled to report Q4 EPS in early February. PEP February option implied volatility of 35 is near its 26-week average of 33, according to Track Data, suggesting non-directional price movement.

Hansen Natural (NASDAQ: HANS) closed at $33.33. HANS is expected to report Q4 EPS in late February. HANS February option implied volatility is at 61, March is at 67; below its 26-week average of 72, according to Track Data, suggesting less price movement.

Molson Coors (NYSE: TAP) closed at $42.93. TAP is scheduled to report Q4 EPS on February 10. February option implied volatility of 42 is near its 26-week average of 39, according to Track Data, suggesting non-directional price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com.