When Molson Coors Beverage Company launched Coors Spirits Co. in 2021, David Coors knew that the company had to figure out a way to stand out over the long term in a crowded whiskey segment.
“We aimed to have an uncompromising commitment to quality to establish credibility for a brewery venturing into a new market,” says Coors.
This year has proven just how seriously Coors Spirits Co. has taken that goal.
In September, Five Trail’s Barrel Proof – Batch 003 received 98 points out of 100 at the International Wine & Spirits Competition (IWSC). The score earned it a gold medal, one of only four American whiskeys to earn the honor.
The good news continued in October when the judging committee from the IWSC met again in London to retaste all the gold award recipients and crown a winner for each category. Five Trail Barrel Proof – Batch 003 won the “Worldwide Whiskey” competition, the first time a blended American whiskey has won in that category.
The IWSC committee complimented Five Trail’s “big enticing aromas of malted cereal, sweet creamy milk chocolate and crisp red berries,” along with the “silky palate” and “velvety finish.”
This wasn’t an isolated win. In fact, over the past 12 months, each one of Coors Spirits Co.’s brands – Five Trail, Barmen 1873 Bourbon and Blue Run – has picked up top accolades from some of the most respected spirits competitions in the world.
While obviously pleased with the results, Coors is clear that the company didn’t just enter as many competitions as possible to rack up loads of awards.
“We hand-picked the most renowned ones with judging methods that truly evaluate the product on its own,” said Coors. “This helps give consumers the confidence that if they spend their hard-earned money on Barmen 1873 Bourbon, Five Trail, or Blue Run they can trust what is in the bottle won’t disappoint.”
What makes Five Trail unique
Along with its big win at the IWSC, Five Trail picked up honors at the North American Bourbon & Whiskey Competition and the New York International Spirits Competition.
That’s not bad for Coors Spirits Co.’s first brand, which has stood out since the moment it hit shelves.
While Coors notes that blended whiskeys have existed for centuries, he believes that this brand is the only one to blend three bourbons with a Colorado single-malt whiskey. The latter is made using malt from Golden Maltings at Coors’ Golden Brewery. While untraditional, he was captivated by the aromas and flavor that came from blending of the two kinds of whisky.
“I simply fell in love with the flavor profile because it takes your palette on a journey as you taste each of the components,” says Coors. “There’s this amazing balance between the caramel sweetness of the bourbon and the nuttiness of the single malt.”
Coors also noted that Five Trail’s award-winning Barrel Proof – Batch 003 will be on shelves soon.
Recognition for Blue Run and Barmen 1873, too
Back in September, we covered Blue Run’s recent accolades with a focus on Blue Run Trifecta, which was crafted by Coors Spirits Co.’s head of whiskey development and innovation, Shaylyn Gammon.
At the San Francisco World Spirits Competition (SFWSC), Trifecta not only picked up a double gold medal, but it also won the “Best Small Batch Bourbon 6-10 Years” category. Other Blue Run bottlings did well, too, including Emerald II and Reflection II.
The success continued for Trifecta when it was crowned Double Platinum at the ASCOT Awards. Emerald Rye II, High Rye Bourbon and Reflection II, also did well, picking up Platinum awards.
Even Coors Spirit Co.’s most approachable offering, Barmen 1873 Bourbon, has landed some big awards. At the SFWSC, Barmen 1873 Bourbon equaled Trifecta’s honor by winning double gold. The brand also won gold at the ASCOT Awards, and a Double Gold at the North American Bourbon & Whiskey Competition.
Coors says all these awards prove that Coors Spirits Co.’s focus on quality was the right move.
“These accolades validate that Coors Spirits Co is focused on putting all the right elements together, from product and packaging to the right team, to ensure these brands are built for long term success,” he said.
Even with the awards, Coors notes that making an impact in the spirits industry takes time, and Coors Spirits Co. is ready to take that journey.
“These awards provide a great foundation,” says Coors. “We are in the very early innings of a category that you have to be prepared to go into extra innings to be successful. We set the bar high out of the gate and we will strive to continue to raise that bar.”