Molson Coors would produce and sell whiskey, betting on the loyalty of its beer drinkers to patronize its new offering.
It describes Coors Whiskey Co.'s first product, Five Trail, as “an ultra-premium whiskey.” It is a blend of Colorado single-malt whiskey with three bourbons, and cut to 95 proof with “Rocky Mountain water.”
Five Trail will retail for $60 for a 750ml bottle beginning Sept. 1 in Colorado, Georgia, Nevada, and New York.
The whiskey is produced in partnership with Bardstown Bourbon Co.
Molson Coors set its sights on whiskey production after discontinuing Coors Seltzer as it was not an effective brand extension.
However, Coors continues to produce Topo Chico and Vizzy seltzers, which fared better than Coors Seltzer.


Dow Hits 50,000 as U.S. Stocks Stage Strong Rebound Amid AI Volatility
Youth are charting new freshwater futures by learning from the water on the water
Australia’s December Trade Surplus Expands but Falls Short of Expectations
Trump Signs Executive Order Threatening 25% Tariffs on Countries Trading With Iran
Silver Prices Plunge in Asian Trade as Dollar Strength Triggers Fresh Precious Metals Sell-Off
AI is driving down the price of knowledge – universities have to rethink what they offer
How to support someone who is grieving: five research-backed strategies
Locked up then locked out: how NZ’s bank rules make life for ex-prisoners even harder
Why have so few atrocities ever been recognised as genocide?
Debate over H-1B visas shines spotlight on US tech worker shortages
The pandemic is still disrupting young people’s careers
U.S.-India Trade Framework Signals Major Shift in Tariffs, Energy, and Supply Chains
Asian Stocks Slip as Tech Rout Deepens, Japan Steadies Ahead of Election
Thailand Inflation Remains Negative for 10th Straight Month in January
Britain has almost 1 million young people not in work or education – here’s what evidence shows can change that
U.S. Stock Futures Slide as Tech Rout Deepens on Amazon Capex Shock 



