How David Coors Crafted The World’s Best Whiskey

In 2024, The International Wine & Spirits Competition (IWSC) awarded Coors Spirits Co’s Five Trail Barrel Proof 003 Blended American Whiskey its Worldwide Whiskey trophy as the World’s Best Whisky. This was the first time an American blended whisky had won the award. For the recently created Coors Spirits Company, it was a remarkable achievement. Recently, I sat down with David Coors, Executive Chair of Coors Spirits Co., to discuss how he crafted the world’s best whiskey.

The Coors Spirits Company is a division of Molson Coors Beverage Company, one of the world’s largest brewing companies. Known for its iconic beer brands, Coors expanded into the spirits sector in 2021 with the launch of its flagship Five Trail whiskey brand. This foray into the spirits industry reflects Coors’ broader diversification strategy to leverage its brewing expertise and brand recognition to develop a strong presence in the premium whiskey market.

Five Trail features a blend of American whiskeys. The brand’s ethos focuses on combining the heritage of beer brewing with the craftsmanship of distilling and incorporating Rocky Mountain water in the production process. This blend includes bourbons, single malts, and other aged whiskeys sourced from multiple distilleries and intended to reflect the rugged spirit of the American West.

JM: You have been in the beer industry most of your life, and your name is closely associated with one of America’s iconic beer brands. What prompted you to start a whiskey company?

DC: Twenty years ago, I suggested to my father that we make whiskey because part of the whiskey-making process was first making beer. He quickly responded, “We’re good at one thing, and that’s beer,” and the conversation ended. I wish I had been more of a rebel because it would be nice to have some 20 YO whiskey right now.

That said, consumers today are different from a generation ago. They don’t drink just beer and only one brand of beer anymore. That’s what motivated me to start Coors Spirits Co. as part of the ongoing expansion of Molson Coors Beverage Co. from a legacy beer company to a total beverage company.

JM: What’s the relationship between the Coors Spirits Company and the Molson Coors Beverage Company?

DC: Coors Spirits Co. was established in 2021 as a division to house Molson Coors’ growing spirits business. This includes our award-winning brands, Barmen 1873 Bourbon and Five Trail, which we developed from scratch, and Blue Run Spirits, which we acquired in August 2023.

JM: You currently have three bourbons, one rye, and one blended American whiskey range. Blended whiskeys are a historic but relatively small niche currently. Why did you initially focus on the blended whiskey segment?

DC: We launched Five Trail Blended American Whiskey because we wanted a whiskey authentically tied back to our core business. In Golden, Colorado, we make malt, so I originally wanted to launch an American Single Malt Whiskey. However, I became fascinated with blending whiskey and fell in love with the flavor profile of bourbon and single malt blends made with Coors malt. From there, Five Trail was born, and I am proud to say it has been recognized with several top awards at some of the most prestigious spirits competitions.

Most recently, Five Trail Barrel Proof Batch 003 Blended American Whiskey was named the Top Worldwide Whisky by the IWSC. While they are a small niche, blended expressions allow us to release new flavors to our consumers and generate interest with every new release.

Our portfolio comprises Five Trail, a blended whiskey with three limited-release expressions – Barrel Proof, Cask Finish, and Small Batch. We also have Barmen 1873 Bourbon and Blue Run Spirits, primarily bourbon expressions. We also have a rye whiskey in the portfolio.

The Blue Run Spirits portfolio has three core expressions. Still, we work hard to develop numerous small and micro-batch releases, such as Blue Run Trifecta, which won Small Batch Bourbon of the Year at the 2024 San Francisco World Spirits Competition.

JM: Coors Beer has always focused on local ingredients. Has that philosophy been carried over to the whiskey company? What do you think local ingredients add to your whiskeys? How do they differentiate them from other American blended whiskeys?

DC: Over the years, my ancestors have prided themselves on quality and believed that you can’t make great beer without great barley. The same goes for whiskey; you can’t make great whiskey without great ingredients. We have been laying down our new bourbon and single malt whiskey using the malt from the brewery in Golden because we know it yields an outstanding product. We even proof down Five Trail with Colorado Rocky Mountain water. Having those key ingredients and elements we can stamp into our products is important to me and aligns with our values of having intention in everything we do.

Five Trail is a small-batch blended whiskey. We tweak the blends extensively until they are just right to ensure that when someone picks up a bottle of Five Trail, they are picking up something truly special.

JM: You have a bourbon expression, Barmen 1873. What do you think are the most distinctive features of this bourbon? What makes it special?

DC: The most distinctive features of Barmen 1873 Bourbon are the bold flavors that entice a tasting experience that will draw you back in for more. The notes of caramel and vanilla paired with the flavors of peach and chocolate create a delicious finish. Experts agree, too, as Barmen 1873 Bourbon has medaled at the San Francisco World Spirits Competition, Tag Global Spirits, ASCOT Awards, and Bartender Spirits Awards.

Barmen 1873 is taking its consumer activations to another level with celebrity partnerships. This year, we proudly partnered with award-winning country music star Lainey Wilson. In April, we collaborated with Lainey to deliver a pop-up bar experience in Nashville. We’re excited about our partnership and to continue working together!

Barmen 1873 Bourbon isn’t the only bourbon expression in the portfolio. Blue Run Spirits primarily consists of bourbons, and we’re excited to keep up the momentum behind the award-winning array of expressions.

JM: Are the whiskeys in the current range all distilled in Golden, sourced from other distilleries, or combined?

DC: When we first established Coors Spirits Co., we acquired aged inventory to get products to market quickly. We immediately began shipping our malt made in Golden to Kentucky, where we distill unique mash bills at a co-manufacturer. We do the same in Colorado for our single malt.

JM: What new expressions can we expect from the Coors Whiskey Company?

DC: At Coors Spirits Co., we’re always working to bring refreshed offerings to the market. Blue Run Spirits is rolling out a limited expression at 128.8 proof. The expression features orange and floral notes at the beginning, giving you a sensory experience with tastes of dry cinnamon, honey, and wood spice. Look for more information from Blue Run Spirits, Facebook, and Instagram.

JM: You have a cask-finished whiskey finished in Imperial Porter barrels. What, if any, additional cask-finished whiskeys are coming?

DC: We have just launched an expression of Five Trail aged in Imperial Porter and Cherry Imperial Wheat beer barrels. I can assure you this is one to look out for.

JM: Thank you.

Below are tasting notes on the Five Trail expressions from Coors Spirits Company, highlighting the unique qualities of each whiskey.

Five Trail Barrel Proof Blended American Whiskey, 58.1% ABV, 750 ml

The whiskey is aromatic and rich on the nose, featuring caramel, vanilla, cherry syrup, and toasted oak aromas with baking spice notes of allspice, nutmeg, cinnamon, and a hint of clove and leather.

It’s full-bodied, complex, and robust, with pronounced vanilla, caramel, and spicy cinnamon flavors on the palate. The higher proof brings a warming heat that showcases charred oak, dark chocolate, and molasses notes. The texture is oily and smooth, with a pronounced mouth weight.

The finish is long and sweet, with lingering peppery spice, oak, and a touch of brown sugar notes.

Five Trail Small Batch Blended American Whiskey, 47.5% ABV, 750 ml

The whiskey’s nose is aromatic, floral, and fruity. It features cooked cereal, creamy vanilla, ripe peach, candied orange zest, and light oak aromas. There is also a delicate floral note of honeysuckle and gardenia.

The palate features creamy caramel, vanilla, orange marmalade, baked apple, and toasted almonds. The oak spice notes are less pronounced than Barrel Proof, but there is a touch of black pepper and paprika. The whiskey has a smooth and velvety texture and a distinctive mouth weight.

The finish is long and sweet with lingering caramel, dried fruit, and subtle spice notes.

Five Trail Flagship Blend Blended American Whiskey, 47.5% ABV, 750 ml

The nose exhibits a candied sweetness, featuring caramel, toasted marshmallow/cotton candy, and date, pear, and apple fruit notes. Subtle hints of ginger and cinnamon enhance the complexity.

The whiskey is smooth and well-rounded on the palate, with vanilla, caramel, baked pear, spiced apple, and honey flavors, with a touch of oak spices and a hint of fragrant pipe smoke.

The finish is medium length, with lingering notes of vanilla, caramel, and a light spiciness.

Five Trail Cask Finish Blended American Whiskey, 47.5% ABV, 750 ml

The nose is complex and aromatic, with pronounced aromas of biscuits, roasted nuts, caramel, and burnt sugar. Hints of dried figs, crème brûlée, roasted coffee, and dry tobacco leaf contribute to a rich and complex aromatic profile.

The whiskey is robust and complex on the palate, featuring caramel, dark chocolate, and dried black fruit flavors of raisin, dates, and fig. The Imperial Porter barrel imparts roasted malt notes reminiscent of coffee and cocoa. The oak influence is evident, but well-integrated, with distinctive charred wood and leather notes.

The finish is long and sweet, with lingering dark chocolate, tobacco, dried fruit notes, and a touch of bitter espresso.

Each of these Five Trail expressions showcases different facets of American whiskey, reflecting Coor’s brewing heritage and commitment to quality craftsmanship in the spirits industry. All four expressions are outstanding and worth trying.

Cheers