Coors Is Launching Its Own Whiskey Brand

Molson Coors has announced its branching off into the world of spirits with a new whiskey brand called Five Trail.

Per a press release, the whiskey will be featured "under the banner Coors Whiskey Co." and is set for release on September 1. At that time, Five Trail will only be available in four markets: Colorado, Georgia, Nevada and New York. Molson Coors did not specify when Fibe Trail will be available in other markets.

As for what interested drinkers can expect, Molson Coors notes, "The 95-proof, ultra-premium whiskey, was distilled, blended and bottled in partnership with Bardstown Bourbon Co. in Bardstown, Ky.  It’s made from a blend of Colorado single-malt whiskey and three bourbons, cut to proof with Rocky Mountain water. It is packaged in 750-milliliter bottles and will carry a suggested retail price of $59.99."

This isn't a quick cash grab for Molson Coors, either. The Coors Whiskey Co. banner will likely release more spirits in  the future with Molson Coors’ marketing manager for wine and spirits Kimberli Fox saying, "Five Trail isn’t planned as a one-off proposition."