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Molson Coors, the maker of Coors Light and Miller Lite, has brought a non-alcohol plant-based milk dubbed Golden Wing Barley Milk to market.
Golden Wing will be available on the company's website and in Sprouts locations in California and Whole Foods sites in Southern California.
Golden Wing, comprised of water, barley, sunflower oil, pink Himalayan salt, and shiitake mushroom extract, is described by Coors as having a malty sweetness reminiscent of residual milk in a bowl of cereal, with a natural taste that is neither too sweet nor astringent.
They know beer, and because of that, they know barley, according to Brian Schmidt, marketing manager for non-alcohol products at Molson Coors. He went on to say that, based on their experience and background, they feel this will be the next big thing in the plant-based milk area.
Schmidt also described Golden Wing drinkers as consumers who care about what they put into their bodies and care enough about the planet to know dairy's harmful impact.
Golden Wing also claims that, when compared to two-percent milk, it has 60% less sugar, 50% more calcium, and twice as much Vitamin D for the same amount of calories.
Despite the excellent promotion, Molson Coors says it will take a "phased rollout approach" with the brand to ensure there is enough interest. Even Schmidt acknowledged that it wasn't a slam dunk, but that early response from retailers and consumers indicates that Golden Wing has a lot of potential.
