Five Trail is a brand-new blended American whiskey that's set to launch in the fall from Coors Whiskey Co. that speaks to a specific group of consumers who are loyal, passionate about expanding their collections and discovering new products. Made in partnership with Kentucky’s Bardstown Bourbon Co., Five Tail is truly an all-American whiskey that celebrates the "innovative distilling techniques of pioneering Kentucky-based distillers," says Molson Coors marketing manager Kimberli Fox.
The first full-strength spirit from Molson Coors it's a blend that's made with Colorado single-malt whiskey, three bourbons and Rocky Mountain water.
Moving beyond the beer aisle, Molson Coors is diversifying its product portfolio with new premium offerings. Potentially, the Coors Whiskey Co. may even explore creating limited-edition whiskeys with recipes that change on a yearly basis.
Collaborative All-American Whiskeys
Five Trail is Molson Coors' First Foray into American Whiskey
Trend Themes
1. Blended American Whiskey - There is an opportunity for distilleries to collaborate and create new blended American whiskeys that speak to specific consumer groups.
2. Diversification of Product Portfolio - Companies in traditional industries, like beer brewing, can diversify their product portfolios by exploring premium offerings in related or different industries.
3. Limited-edition Whiskeys - Creating limited-edition whiskeys using varying recipes can spark interest and encourage consumers to expand their collections by trying new products.
Industry Implications
1. Distilleries - Distilleries can collaborate with other distilleries or brands in the industry to create new and unique blends of American whiskey, appealing to specific consumer groups.
2. Alcohol and Beverage - The alcohol and beverage industry can explore diversifying their product portfolio with premium offerings in related industries, such as whiskey and spirits.
3. Consumer Products - Consumer product companies can create limited-edition items with varying recipes to encourage consumers to collect and try new products, like Molson Coors' Five Trail blended American whiskey.