1995
Coors launches Blue Moon Belgian White, a refreshing Belgian-style wheat ale that is the first in a series of handcrafted beers under the Blue Moon brand.
1999
Miller becomes the first brewer to adopt the 70 percent standard, meaning that we only advertise in media whose audience is 70 percent age 21 or older. The standard is adopted by the broader beer industry four years later.
2002
South African Breweries buys Miller Brewing Company, forming one of the largest brewers in the world, called SABMiller plc, with volume of more than 130 million barrels, operations in 40 countries and hundreds of brands. This same year, Coors buys most of the assets of Bass Breweries in the United Kingdom, becoming one of the world’s top 10 breweries.
2005
Coors merges with Molson, a combination of two equals. Molson Coors Brewing Company is the world’s fifth-largest brewery.