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Wednesday, August 4, 2021

Molson Coors Enters Spirits Category With ‘Five Trail’ Whiskey

Volume 358 | August 4, 2021
Molson Coors Enters Spirits Category With ‘Five Trail’ Whiskey

Molson Coors is planning its first foray into the spirits category in September with the launch of a new American whiskey called Five Trail. The ultra-premium product will be made in partnership with Kentucky's Bardstown Bourbon Co. and released under the new banner, Coors Whiskey Co.

“This is not just about acquiring a brand or working with a distiller on a blend," said marketing manager Kimberli Fox. “This is a true collaboration that marries Colorado provenance with innovative distilling techniques of pioneering Kentucky-based distillers.”

Molson Coors has been pursuing a premiumization strategy to boost sales and the announcement of this new spirit comes days after announcing they would end production of 11 economy beer brands, including Milwaukee’s Best Premium and Miller High Life Light.

Further reading: Vinepair
INDUSTRY NEWS

Source: VinePair

Source: The Drinks Business

Source: National Retail Federation

Source: SevenFifty Daily

Source: The Spirits Business
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