• by Erik Oster , August 10, 2023

Molson Coors has expanded its beyond-beer brand portfolio by acquiring Blue Run Spirits.

The acquisition sees Molson Coors growing the Coors Spirits Co. division established with the launch of its own Five Trail Whiskey around two years ago. Coors Spirits Co. also introduced its in-house Barmen 1873 Kentucky Bourbon this year.

The acquisition also fulfills the company’s strategic priority of premiumization.

Blue Run is currently available in 31 states and, according to the MolsonCoors blog, retails for between $100 and $250. David Coors, who will continue to lead the spirits division as executive chair going forward, explained that the price point made it complementary to Five Trail, which retails for around $60.

“Beer remains core to who we are, but we’re also committed to evolving with our customers, offering an array of beverages for an array of occasions,” Coors told Marketing Daily. “Spirits have been growing, and we don’t think there’s any reason to doubt the trajectory.

“We plan to continue building our spirits division, which could be through innovation or acquisition or, most likely, both,” he added.

Blue Run’s forthcoming Kentucky distillery, announced in March, will continue as planned following the acquisition. The brand will also debut three new whiskey releases, slated for release in the late summer or early fall.

Blue Run’s founders -- Andy Brown, Jesse McKnight, Mike Montgomery and Tim Sparapani -- will all remain with the brand. Montgomery will take on an expanded leadership role as vice president of Coors Spirits Co.

Shaylyn Gammon, who joined Blue Run as whiskey director in 2021, will serve as whiskey curator for Coors Spirits Co. going forward. Jim Rutledge will continue serving as distillery consultant and liquid advisor for the brand.

“Blue Run has accomplished in three years what many brands hope to do in a generation and has done it at the luxury end of the whiskey category," Molson Coors Chief Commercial Officer Michelle St. Jacques said in a statement.

While its competitors have struggled recently, MolsonCoors reported its best quarter of net sales revenue since 2005 last quarter.