Coors Brewing Co. plans to roll out upscale beers via a new Golden-based unit called AC Golden Brewery.

The new "brand incubation company" will "introduce above-premium beers to the marketplace using a new approach" that's less splashy than typical "national rollouts," according to a Coors announcement obtained by the Rocky Mountain News that was distributed to company employees and distributors.

The news was first reported by Beer Marketer's Insights Express, a trade industry publication.

Golden-based Coors' chief brands are Coors Light, Keystone Light and Blue Moon.

Incorporation papers filed in April with the Colorado secretary of state's office list an AC Golden Brewing Co. formed by Pete Coors. Coors is chairman of Coors Brewing and vice chairman of parent Molson Coors.

According to the Coors announcement, AC Golden Brewery will introduce its brands in the similar stealth way Coors built up its Blue Moon brand. A number of craft beer drinkers who enjoy Blue Moon Belgian White Ale aren't aware it's a Coors product.

fillionr@RockyMountainNews.com or 303-954-2467