December 2024 50

In 2024, the International Wine & Spirits Competition (IWSC) honored Coors Spirits Co’s Five Trail Barrel Proof 003 Blended American Whiskey with the Worldwide Whiskey trophy, marking it as the World’s Best Whisky. This achievement is particularly notable as it is the first time an American blended whisky has received this prestigious award. I had the opportunity to speak with David Coors, the Executive Chair of Coors Spirits Co., about this milestone and the journey of crafting exceptional whiskey.

Coors Spirits Company is part of Molson Coors Beverage Company, a major player in the brewing industry. The company ventured into the spirits market in 2021 with the launch of its signature Five Trail whiskey brand, a strategic move to expand beyond beer and tap into the premium whiskey sector.

Five Trail showcases a blend of American whiskeys, combining Coors’ brewing heritage with distilling craftsmanship, using Rocky Mountain water in its production. The whiskey includes various types such as bourbons and single malts sourced from different distilleries, reflecting a spirit reminiscent of the American West.

JM: What motivated you, with such a strong background in beer, to start a whiskey company?

DC: I proposed making whiskey to my father two decades ago, but he felt we should stick to beer. However, today’s consumers are more diverse in their drinking choices, which inspired me to establish Coors Spirits Co. and expand our offerings.

JM: How does Coors Spirits fit within the broader Molson Coors Beverage Company?

DC: Coors Spirits Co. was launched as a division for the growth of our spirits segment, featuring brands crafted from the ground up like Barmen 1873 Bourbon and Five Trail, alongside brands acquired like Blue Run Spirits.

JM: Why did you choose to focus on blended whiskey, which is a niche market?

DC: We aimed for a whiskey closely linked to our core business in Golden, Colorado. While I initially wanted to create an American Single Malt, blending became a passion. Five Trail embodies that blend and has received multiple accolades in spirits competitions, culminating in the IWSC award for Barrel Proof Batch 003.

JM: Has the commitment to local ingredients from your beer roots been applied to your whiskeys?

DC: Absolutely. Our ancestors believed in quality ingredients, and we apply that same philosophy to our whiskey. We use malt from our brewery in Golden and proof down with Colorado Rocky Mountain water, emphasizing our dedication to crafting exceptional products.

JM: What can you tell us about your bourbon, Barmen 1873?

DC: Barmen 1873 Bourbon features bold, enticing flavors, with caramel, vanilla, and a unique finish boasting hints of peach and chocolate. We’ve also teamed up with country music star Lainey Wilson for promotional events, which has helped elevate the brand.

JM: Are all the whiskeys made in Golden, or are they sourced?

DC: Initially, we acquired aged inventory to jumpstart our market presence. We then collaborated with distilleries in Kentucky and Colorado for unique mash bills, utilizing our malt in unique expressions.

JM: What new offerings can consumers look forward to from Coors Spirits?

DC: We’re continuously innovating, with Blue Run Spirits launching a limited expression with notes of orange and floral elements expected soon. Additionally, Five Trail has a new expression aged in beer barrels which is set to release.

JM: Can you share tasting notes for the Five Trail expressions?

DC:

• Five Trail Barrel Proof: Aromatic with rich caramel, vanilla, and spice; a full-bodied experience with a long finish.
• Five Trail Small Batch: Floral and fruity with a smooth texture and a sweet, lingering finish.
• Five Trail Flagship Blend: Candied sweetness with well-rounded vanilla and honey flavors.
• Five Trail Cask Finish: A complex nosing experience with robust palate notes blending dark chocolate and dried fruit.

These expressions each showcase the depth of American whiskey and Coors’ commitment to quality in the spirits industry, making them a must-try for enthusiasts. Cheers!

Stoli Group USA, which owns the Stoli vodka brand, along with Kentucky Owl, has filed for Chapter 11 bankruptcy protection in a federal court in Dallas. This decision comes in the wake of a cyberattack that severely disrupted their operations earlier this year. The companies are seeking restructuring to manage their substantial debts, estimated at $84 million.

The bankruptcy filing highlights a challenging climate for the vodka brand. Recent trends show that younger consumers, particularly from Gen Z, are moving away from traditional liquor like vodka, opting instead for non-alcoholic options and more contemporary ready-to-drink products.

Historically, Stoli vodka has a complex background. It originated in Russia in the 1930s and was state-owned until privatization following the Soviet Union’s collapse in 1991. The brand was then acquired by SPI Group, a Latvian company, and the Stoli Group is now based in Luxembourg. Tensions between the Russian government and the brand have escalated, with Russia attempting to reclaim rights over Stoli.

This situation worsened in 2023 when the Russian government confiscated the brand’s two remaining distilleries within the country. Additionally, the company faced a ransomware attack in August, which hindered its accounting operations and forced manual entry of data. As a result, the company struggled to provide timely financial reports to its lenders.

In terms of market performance, while vodka remains a popular spirit in America, sales have declined, with a reported drop of 7.7% in volume over the year ending January 2024.

In the context of these developments, Constellation Brands announced its decision to sell its vodka brand Svedka to Sazerac, underscoring the shifting landscape in the spirits industry as companies adapt to changing consumer preferences.

For more details, you can refer to the following links:

• Stoli vodka owners file for Chapter 11 bankruptcy
• Constellation Brands selling Svedka vodka to Sazerac

If you see "Distilled in Indiana" on a whiskey bottle, it often refers to MGP, a prominent distillery known for producing whiskey for various brands. However, another craft distillery shining in Indiana is Hard Truth Distilling Co., located in Nashville, IN. Established in 2015, Hard Truth focuses on sweet mash whiskey, crafting each batch entirely from new ingredients, which contrasts with the sour mash method commonly used in American whiskey.

Master distiller Bryan Smith, who learned the sweet mash method from Wilderness Trail co-founder Pat Heist, highlighted that their distillate is noted for its bright and clean taste with tropical fruit nuances. After aging in barrels, the spirit results in a complex and well-balanced whiskey that stands out in tastings.

To maintain quality, Smith emphasizes the importance of using high-quality equipment, meticulous procedures, and strong relationships with grain farmers, which are crucial for executing sweet mashing consistently.

This fall, Hard Truth has launched four new reserve whiskeys, each maturing in different barrels and employing unique blending techniques. Highlights include:

• Hard Truth Barrel Finished Reserve 2024 Blend: This blend, predominantly rye whiskey aged in barrels previously used for cognac, sherry, brandy, and sauternes, offers notes of stone fruit, grape, and spice.

• Hard Truth Double Oaked Sweet Mash Rye: Aged for about two and a half years, this whiskey is later matured in new charred oak casks for over three years, bringing flavors of brown sugar, raisin, and vanilla.

• Hard Truth Master Distiller’s Reserve 2024 Blend: Featuring a mix of chocolate malt, caramel malt, and malted sweet mash rye, this five-year-aged whiskey showcases maple, caramel, and fruit notes.

• Hard Truth Maple Brûlée Rye: Aged for over three years and finished in unique maple syrup barrels, this whiskey reveals flavors of maple, vanilla, and spice.

These unique expressions from Hard Truth Distilling Co. are now available for purchase at liquor stores and online.

Alex Cooper, the host of the popular podcast "Call Her Daddy," has recently filed a trademark application that hints at an exciting new venture: a vodka brand called "Popular Vodka by Unwell." The application was submitted last month through her company, TRNDG IP LLC, and includes plans for a variety of alcoholic beverages, excluding beer. This includes distilled spirits, fruit spirits, liqueurs, and prepared cocktails primarily made from distilled spirits.

Cooper has teased a secret project on her Instagram account, announcing a launch scheduled for Wednesday. However, she has yet to confirm if this project relates to her upcoming liquor brand.

The trend of celebrities launching their own alcohol brands is becoming increasingly popular, with notable examples including Kendall Jenner’s 818 Tequila and Ryan Reynolds’ Aviation American Gin.

In addition to her podcasting success, Cooper has expanded her reach with the Unwell Network, which produces multiple influencer-driven podcasts. Notably, she signed a significant three-year deal with SiriusXM in August, valued at up to $125 million.

For further details on her brand and potential launch, you can follow her journey here: US Patent and Trademark Office.