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."

In an effort to fight back against shifting consumer trends to spirits and wine, the Wall Street Journal reported that Coors Brewing Co. (NYSE: TAP) has created a new subsidiary to "introduce above-premium beers to the marketplace," according to an email sent to beer wholesalers last week.

The move comes at a time when the American beer business is facing considerable headwinds, including slower growth due to upscale "craft" beers and a strong push for market share by imports. Anheuser-Busch Cos. (NYSE: BUD), the largest American beer maker, and SABMiller PLC's (NYSE: SAB) Miller Brewing Co., the second-largest, have already introduced new beverages to combat these headwinds.