So now that craft is exploding now, and their share is reduced by 6%, yet they still hold 94% of the market, they try to rebrand their shitty beer. They do it by creating shell companies. Henry Weinhard is one for example. You can't find anywhere on the package that it is an Inbev product. So if you are BMC and you are proud of your brand, why rebrand your image?
The answer, they are trying to trick craft drinkers who are less knowledgeable into drinking their beer and reclaiming that lost 4-6% of the market.
the "brand killer" bull shite probably pisses me off more than anything about BMC. Zeigenbock is my #1 example of such. It is a brand specifically made to draw consumers away from Shiner, and while Shiner isn't anything great, they will always have a place in my beer heart.
In addition to drawing consumers away from crafts with "crafty" brands, they make shitty "crafty brand" beers, so people end up turned off of crafts.
If people try some BMC pumpkin beer that they picked up for $5 or so and hate it, why on earth would they spend the money to try Pumpkinator or DFH Punkin', which are more expensive and infinitely better?