Molson Coors Launches First Bourbon Only BrandMolson Coors Launches First Bourbon Only Brand
Molson Coors Beverage’s subsidiary Coors Whiskey Co. is launching the bourbon.
April 3, 2023
Molson Coors Beverage’s subsidiary, Coors Whiskey Co., is launching Barmen 1873 Bourbon, the beverage giant's first true bourbon offering, the company said in a statement.
With a nod to the year the Coors brewing legacy began and the German origins of its founder, Barmen is a 92-proof blend of straight bourbon whiskeys bottled in Bardstown, KY.
“We’re meticulous about quality, and Barmen 1873 reflects the care we put into each one of our blends,” said David Coors in a statement, who has led Molson Coors Beverage Company’s push into spirits. “Barmen plays in the space of sweet on the front and a long, lingering spice finish on the end, and it’s available at an approachable price point for bourbon fans.”
Proofed with Kentucky water, Barmen delivers a complex flavor profile of caramel, vanilla, grilled peach, raisin, apple, traces of coffee and dark chocolate, and even hints of dill and mint. It finishes with notes of ginger, cinnamon, and baking spice.
Barmen 1873 will be available starting April 3 in US markets including Colorado, Georgia, Illinois, Kansas, Kentucky, Missouri, New York, Nevada, Pennsylvania, Oklahoma, Tennessee, Texas, and Wisconsin.
As Barmen 1873 Bourbon hits shelves, it’s linking back to another Coors product, Coors Banquet, encouraging consumers to pick up "a Barmen 1873 and a Banquet.” The brand found that nearly 30% of Banquet drinkers also drink whiskey and nearly 15% of those drinkers sip on bourbon.
The beverage brand's first foray into spirits was its blended whiskey, First Trail. The brand, in four styles, was launched in 2021 in the 13 states named above and made its international debut last year with placements in Canada and Panama.
The ultra-premium Five Trail Blended American Whiskey is available in limited yearly batches.
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