Molson Coors Enters Spirits Category With ‘Five Trail’ Whiskey

2021 Hot 25 Retailers

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 The States That Drink the Most American Whiskey [MAP] Source: VinePair DTC Channel Sees Sustained Growth in the U.S. Source: The Drinks Business 2021 Hot 25 Retailers Source: National Retail Federation Vodka’s Neutral Days Are Over Source: SevenFifty Daily Kendall Jenner’s 818 Tequila Eyes Global Expansion Source: The Spirits Business PRESS RELEASES Southern Glazer's Launches SG+ for Fine Wine, Artisanal Wine, Craft and Luxury Spirits Source: Beverage Industry Diageo Unveils Second Prima & Ultima Collection, Worth Over $30,000 Source: Spirited Zine MEET THE BAR CONVENT BROOKLYN SPEAKERS Park Street Companies is pleased to announce its return to Bar Convent Brooklyn to host Park Street University: Seminars for Drinks Entrepreneurs. The first panel of the day will explore the benefits of branding building in promising ancillary markets with less competition, more loyalty from buyers and where every dollar will go further. Finding Success in Secondary and Tertiary Markets Tuesday, August 17 at 11:30am Anton Kinloch, Partner, Fuchsia Tiki Bar Robin Robinson, Author Eamon Rockey, Founder, Rockey’s Liqueur View All Speakers More Resources From Park Street University  Video Library Park Street Insider Podcast 2021 Event Schedule Interested in participating in Park Street University? Get in touch at psu@parkstreet.com Click Below to Join our Park Street Insider News Mailing List SUBSCRIBE NOW CONNECT WITH US ‌ ‌ ‌ ‌ ‌ Want to learn more about Park Street's services? Request a consultation Park Street's mobile app is available for download on both iOS and Android platforms.

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