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!