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."

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.

The latest sales update from SABMiller PLC (OTC: SBMRY) demonstrates why the company has partnered with Molson Coors to form MillerCoors. In the relatively flat U.S. market, SAB will look to the cost savings of shared operations to sweeten its earnings. SABMiller's North American sales in the first half of 2007 have risen only 1.4%, when the impact of the recent purchases of Sparks and Steel Reserve are backed out. Its Miller Light product fared slightly better, recovering from the damage inflicted in the U.S. market by Anheuser-Busch's (NYSE: BUD) earlier price drop to finish up 2.1% in the first half of this year. New products including Miller Cheleda and Leinenkugel are performed well.

Internationally, the company is looking to the success of new brands such as its popular Hanza Marzen Gold in South Africa to offset the blow of losing the brewing and distributing rights to Heinken's Amstel brand in that country. SAB's growth in Central and South America continued to be strong, up 8% in the second quarter. The Africa and Asia markets, which accounted for 12% of the company's EBITA last year, were also up by 20%, led by a 22% increase in China.

Beer giants SABMiller (OTC: SBMRY) and Molson Coors (NYSE: TAP) took a huge step toward grabbing market share in North America by announcing today their intention to combine U.S. operations into a new company, MillerCoors. The new entity will start with combined U.S. sales of of 69 million barrels of suds, net revenues around $6.6 billion and combined EBITDA of $842 million. The companies expect combined production and distribution to lop off around $500 million from the annual expense side within three years. SAB and TAP also expect the move to boost both companies' EPS within the second year after integration is complete.

Voting interest in MillerCoors will be split 50/50, and the new company will be chaired by Peter Coors of Molson Coors. SABMiller, the larger of the two, will have a 58% financial interest.