As drinkers shift to spirits, Molson Coors acquires a bourbon maker

Channel 3000 News/CNN ^ | August 8, 2023 | CNN Staff

[Diana in Wisconsin]

Molson Coors, best known for brewing Coors Light and Miller Lite, is acquiring Blue Run Spirits, a cult favorite high-end bourbon and rye whiskey brand, for an undisclosed price, exclusively told to CNN. It’s part of the company’s pivot to becoming a broader beverage company focusing on drinks beyond beer, especially since US spirit sales surpassed beer sales last year for the first time ever.

Blue Run is a Kentucky-based startup that makes premium bourbon whiskeys with prices ranging from $100 to $250 for a bottle. Five people came together that have a “common love” for bourbon and created the brand in 2020, according to Blue Run CEO and cofounder Mike Montgomery, which resulted in a “groundbreaking brand” that skews younger and more diverse than typical bourbon drinkers, he said.

Some of Blue Run’s success can be attributed to co-founder Devon McKinney, who designed Nike’s Air Force One sneaker and also the whiskey and bourbon’s butterfly-adorned bottle. He emulated the sneaker “drop” culture with Blue Run, by creating buzz from releasing a limited amount of bottles for each release and generating excitement online.

“We set out to change the way whiskey is brought to market,” Montgomery told CNN. “We set out to modernize the way American whiskey looks and feels.”

He also isn’t worried about a massive company acquiring his boutique brand, saying that Molson has “vast resources” to help expand its distribution beyond the current 31 states it’s sold in and that Molson has a “commitment” to Blue Run’s high-end quality and distinctive bottle design.

[Diana in Wisconsin]

Molson’s acquisition makes sense to Lisa Hawkins, DISCUS’ chief of communications and public affairs, since “cocktail culture is booming in the US and beer companies want to tap into this hot market trend.”

“Today’s beverage alcohol consumers are trading up and drinking better, not more,” she told CNN. “Beer companies recognize that consumers are seeking premium products that are authentic, high quality and have an interesting backstory, and that’s what spirits have to offer.”

[Red Badger]

created the brand in 2020?............

[reed13k]

“since US spirit sales surpassed beer sales last year for the first time ever.”

I don’t think this is true ....maybe since records were kept, but I’m of the opinion that sometime pre-1900 whiskey and rum were more then beer given the farmers need to preserve crop output, whiskey rebellion, etc

[paddles]

Their product is "...contract distilled at Bardstown Bourbon Company in Kentucky."

At least it's not bulk product from MGP in Indiana.

[GOPJ]

“Beer companies recognize that consumers are seeking premium products that are authentic, high quality and have an interesting backstory

Lots of Americans are looking for beer NOT made by a company owned and controlled by Budweiser... And a quick search shows questions about who owns Coors are muddied... meaning liberal liars are manipulation search engines again.

[Tom Tetroxide]

Molson Coors is just as woke as AB Inbev.

How Coors Light Supports the LGBTQ+ Community
https://denverpride.org/coors-light-supports-the-lgbtq-community/

Coors Light stands firm as title sponsor of Denver Pride Parade despite Bud Light controversy
https://nypost.com/2023/06/23/coors-light-stands-firm-as-title-sponsor-of-denver-pride-parade-despite-bud-light-controversy-2/

Coors Light embraces Denver Pride Parade despite potential backlash
https://www.axios.com/local/denver/2023/06/22/coors-light-pride-lgbt-transgender-bud-light

Brands sold by Molson Coors:
https://en.wikipedia.org/wiki/List_of_Molson_Coors_brands
NORTH AMERICA
Aguila
Aquarelle
Arnold Palmer Spiked Half & Half
Atwater Brewing
Bella Amari
Black Horse
Black Ice
Blue Moon / Belgian Moon
Blue Moon LightSky
Bohemian
Cape Line Sparkling Cocktails
Carling
Clearly Kombucha
Colorado Native
Winterfest
Cool
Coors
Coors Banquet / Coors Original
Coors Batch 19
Coors Edge
Coors Light
Coors Organic
Coors Seltzer
Extra Gold Lager
Creemore Springs
Crispin Cider
Cristal (Peru)
Cusqueña
Dominion Ale
Foster’s
George Killian’s Irish Red
Granville Island Brewing
Hamm’s
Henry Weinhard’s
Henry Weinhard’s Gourmet Sodas
Henry’s Hard Soda
Herman Joseph’s Private Reserve
Hop Valley
India Beer
Keystone
Keystone Light
Keystone Ice
Laurentide
Leinenkugel’s
Mad & Noisy
Mad Jack
Miller Brewing Company
Icehouse
Magnum
Mickey’s
Miller Genuine Draft
Miller High Life
Miller Lite
Miller64
Milwaukee’s Best
Olde English 800
Steel Reserve
Molson
Molson Canadian
Molson Canadian Cold Shots
Molson Dry
Molson Exel
Molson Export
Molson Stock Ale
Molson Ultra
MOVO
Old Style Pilsner
Old Vienna
Red Dog
Redd’s
Redd’s Apple Ale/Redd’s Hard Apple
Redd’s Wicked
Revolver Brewing
Rickards
Saint Archer Brewing
Saint Archer
Saint Archer Gold
Smith & Forge Hard Cider
Sol Cerveza
Sparks
Standard Lager
Terrapin Beer Company
Vizzy Hard Seltzer
Wanderoot

[Gay State Conservative]

There are a million reasons why I'm glad I don't drink. Having worked in a big city ER for years gave me many,many reasons to be pleased with my decision.

Gay State Conservative steps off of his soapbox...

[irishjuggler]

“but I’m of the opinion that sometime pre-1900 whiskey and rum were more then beer given the farmers need to preserve crop output, whiskey rebellion, etc”

Agree 100%. People these days don’t understand how heavy and widespread whiskey consumption was in the early to mid-1800s. A typical male was downing perhaps 3 or 4 ounces of whiskey daily (10+ gallons annually).

[Organic Panic]

Just cheap moonshine marketed to the Nike crowd who thinks spending more on something consumable makes it better. There is no substitute for aging spirits.