I am pretty sure Pete Coors gets it. That's why he's nervous about bar owners changing their taps, which is one of Coors avenues of income. He also started Blue Moon, which shows their intentions to adapt to a changing market. You can tell, however, that he is nervous about his main brand becoming a less favored product due to his core market/clients becoming enamored by Craft Beer products.
He gets it: His company is under threat of declining revenue. And, the result could be the closure of an institution that has been here a long time. Let's face it, we all buy light beers from the main brands and they have a place in our beer economy. However, the overall beer economy is changing because the beer lovers around the world want something more than a light watery fizzy drink, and prefer variety.