Bourbon Becomes Coors’ Next American Whiskey Focus

Coors Whiskey Co. a few years back released Five Trail Blended American Whiskey, showcasing the beer giant’s foray into American whiskey. Now, in a nod to the year the Coors brewing legacy began and the German origins of its founder, it has debuted Barmen 1873 Bourbon.

Barmen 1873 Bourbon, according to those behind it, is a 92-proof blend of straight bourbon whiskeys bottled in Bardstown, Ky. that was developed with the help of master taster Peggy Noe Stevens. Described as being proofed with Kentucky water, official tasting notes for it make mention of “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.”

With a suggested retail price of $39.99 to $42.99, it will become available starting April 3 in U.S. markets where Coors Whiskey Co.’s Five Trail Blended American Whiskey is sold. That includes Colorado, Georgia, Illinois, Kansas, Kentucky, Missouri, New York, Nevada, Pennsylvania, Oklahoma, Tennessee, Texas and Wisconsin.

Barmen 1873 Bourbon
Coors Whiskey Co. a few years back released Five Trail Blended American Whiskey, showcasing the beer giant’s foray into American whiskey. Now, in a nod to the year the Coors brewing legacy began and the German origins of its founder, it has debuted Barmen 1873 Bourbon. (image via Coors)

“We’re meticulous about quality, and Barmen 1873 reflects the care we put into each one of our blends,” said David Coors, who has led Molson Coors Beverage Company’s push into spirits, in a prepared statement. “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.”

Interestingly, Barmen 1873 Bourbon has a link back, according to Molson Coors, to another one of its products: Coors Banquet. “Encouraging consumers to pick up ‘a Barmen 1873 and a Banquet,’ the brand found that nearly 30 percent of Banquet drinkers also drink whiskey and nearly 15 percent of those drinkers sip on bourbon.”

“We’ve got a great opportunity to connect two unique brands that represent the Coors legacy,” noted Kim Fox, Molson Coors’ marketing manager for full-strength spirits. “We know consumers are looking for flavor. We know they’re looking for quality. Banquet and Barmen make a perfect pair.”

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