The back story The Molson Coors Beverage Company TAP, +1.62% is best known for beer. As in Molson Canadian, the classic lager from north of the border. And as in Coors, the classic Colorado lager.Molson Coors has just rolled out its first premium spirit, a whiskey it dubs Five Trail in reference to the five generations of the Coors family who have been behind the company.
Obviously, times have changed and American whiskey is increasingly seen as a hot category — sales of bourbon and Tennessee whiskey have surged 48.8% over the past five years, according to the Distilled Spirits Council of the United States. And that made David Coors’ idea suddenly rather sensible. At the very least, David Coors is planning on annual releases of Five Trail, with different blends, in the future. He sees the first release, limited to 60,000 bottles, as a way to simply get into the whiskey game. “This is us just dipping our toe in the water,” he says.
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