Coors to debut its first spirit, a whiskey, in September

Molson Coors, a institution synonymous with beer, is getting into the spirits game.

On Sept. 1, the institution volition merchandise Five Trail whiskey, its archetypal liquor, nether the Coors Whiskey Co. moniker, according to an announcement. Colorado volition beryllium 1 of 4 states wherever the tone hits shelves, alongside New York, Georgia and Nevada.

Five Trail is simply a blended American whiskey created successful concern with Bardstown Bourbon Co. successful Bardstown, Ky. It features a Colorado single-malt whiskey that’s been blended with 3 bourbons and chopped with Rocky Mountain water, the institution said.

A determination into the liquor aisle is Molson Coors’ latest effort to connection drinkers thing beyond beer. Earlier this year, the institution added a CBD sparkling water to its myriad offerings that see hard sodas and seltzers. The beverage elephantine besides secured a organisation woody for an vigor portion co-created by amusement icon Dwayne “The Rock” Johnson and, successful precocious 2019, changed its name from Molson Coors Brewing Co. to Molson Coors Beverage Co. to underscore its displacement distant from beer.

The determination to motorboat with a whiskey was owed successful portion to the spirit’s maturation implicit the past 2 decades, Kimberli Fox, Molson Coors’ selling manager, said successful a statement. Since 2002, American-made whiskey income person skyrocketed 227%, reaching $4.3 cardinal successful 2020, according to the Distilled Spirits Council of the United States.

“While whiskey drinkers are a precise loyal group, find is simply a cardinal theme. They emotion to explore, grow their collections and effort caller things,” Fox said. “That makes this a precise absorbing spot for america to play arsenic a beverage company. Within whiskey, there’s truthful overmuch affluent territory to research and you don’t person to enactment wrong the confines of a singular user expectation.”

Five Trail, which volition outgo $59.99 per bottle, isn’t expected to beryllium a “one-off,” Fox added. In the  future, Coors Whiskey Co. is expected to merchandise limited-edition whiskeys made with barley from its malthouse successful Golden.

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