But Pete Coors was quietly sitting on a gold mine all this time. While competitors continue to gut the authenticity of their brands, Coors Banquet enters this competitive market with a brand that's gone largely unnoticed, and therefore unscathed, for a long time. The beer that once drove fans to load up their trunks in Colorado and peddle it across the country is taking another shot at going national almost 30 years since it disappeared in the shadow of light lagers. There's nothing new about Banquet—same flavor, same family, even the same packaging since returning to its heritage stubby bottle and a "commemorative can." But that's precisely the point for the Coors team.

Alongside the return of brands like Genesee, there's a distinct "heritage" trend gaining steam in American brewing. It's not craft. It's not quite retro. But it's working. Double-digit growth for Banquet in Chicago proves it. And now Pete's in town to back it up. His perspective on the industry is a unique one, having the longevity many newer brewery owners can only hope for. He tells a good story, and he's pushing a beer that he believes is "in a perfect place" in the market. And he has craft brewers and consumers to thank...for some of it.