It makes perfect economic economic sense. Craft beer is growing[1], and beer companies want to keep that piece of the pie. They're producing their own craft beer, buying smaller brewers, and disparaging the competition.
"Craft" isn't a kind of beer, so there isn't 11% of the market to go after. About the closest you'd come to that is super-hoppy IPAs. If the narrative I'm supposed to be worried about is that AB InBev blankets the market with a good super-hoppy IPA, I guess I'm fine with that.