Barmen 1873 is a 92-proof blend of straight bourbon whiskeys bottled in
Bardstown, Ky.
It's available in
U.S.
markets where Coors Whiskey Co.’s Five Trail Blended American Whiskey is sold. The ultra-premium Five Trail Whisky retails for
$59.99
.
Key Highlights:
* Sold now in 13 states, with more on the horizon,
Five Trail
also made its international debut last year with placements in
Canada
and
Panama
.
* The brand found that nearly 30 percent of Banquet drinkers also drink whiskey and nearly 15 percent of those drinkers sip on bourbon.
Original Press Release:
March 29
--
Molson Coors Beverage
issued the following news release:
Coors Whiskey Co.
is releasing its first bourbon, Barmen 1873 Bourbon, growing its portfolio to include the approachable super-premium price tier.
With a nod to the year the Coors brewing legacy began and the German origins of its founder, Barmen is a 92-proof blend of straight bourbon whiskeys bottled in
Bardstown, Ky.
With a suggested retail price of
$39.99
to
$42.99
, Barmen 1873 adds to
Coors Whiskey Co.'s
growing lineup of brands. Its first release, the ultra-premium Five Trail Blended American Whiskey, is available in limited yearly batches and retails for
$59.99
.
“We’re meticulous about quality, and Barmen 1873 reflects the care we put into each one of our blends,” says
David Coors
, who has led
Molson
Coors Beverage Company’s push into spirits. “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.”
Barmen 1873 will be 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
.
Proofed with
Kentucky
water, Barmen delivers 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.
The bourbon, which was developed with the help of master taster
Peggy Noe Stevens
, pays tribute to the Coors family’s long history of delivering quality beverages, Coors says.
“With all of our products at
Coors Whiskey Co.
, we’re building on generations of skills, capabilities and passion to develop something people can discover and love,” he says. “Our entry into whiskey started in 2021, but Barmen 1873 gives new meaning to our 150-year legacy in the beverage business.”
Barmen joins Coors Whiskey Co.’s
Five Trail
expressions, which play in the ultra-premium price tier. Launched in 2021 as the first spirit from
Molson Coors
,
Five Trail
quickly won over industry experts, amassing a number of awards, including double gold at the prestigious
San Francisco World Spirits Competition
.
Sold now in 13 states, with more on the horizon,
Five Trail
also made its international debut last year with placements in
Canada
and
Panama
. It’s performed well from a sales perspective, Coors says, meeting or exceeding launches of similarly priced products.
As Barmen 1873 Bourbon hits shelves, it’s linking back to another Coors product, 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,” says
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.”
Source:
Molson Coors Beverage
[Category: Energy Equipment & Services, Brewers, Renewable Electricity, New Offerings]
