Molson Coors champions Blue Run, which launched in October 2020, as ‘one of the whiskey industry’s most compelling new entrants’: with accolades at the San Francisco World Spirits Competition and New Orleans Spirits Competition.
It is Molson Coors’ first acquisition in the spirits category: with the company progressing with its strategy to move beyond the beer aisle.
Meanwhile, the deal will give Blue Run more resources to continue the growth of the ultra-premium brand.
Newly launched Coors Spirits Co.
Molson Coors entered the whiskey space with the 2021 launch of Five Trail Blended American Whiskey and the 2022 introduction of Barmen 1873 Bourbon.
In tandem with the Blue Run acquisition, Molson Coors is establishing Coors Spirits Co., an expansion of its existing spirits business, which will house Blue Run, Five Trail Blended American Whiskey, Barmen 1873 Bourbon and future innovations.
This acquisition will more than double the size of Molson Coors’ spirits team.
“Molson Coors has been on a journey to broaden beyond our beer roots and build powerful brands in growing categories, and Blue Run joining us is an exciting next step as we establish Coors Spirits Co.,” said Molson Coors’ Chief Commercial Officer Michelle St. Jacques.
“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. Importantly, we are committed to maintaining Blue Run’s well-known quality, design and innovation as we continue to grow our spirits portfolio.”
Currently available in 31 states, Blue Run, with its trademark butterfly medallion on the bottle, can be found at retail and on-premise accounts in every region of the U.S and online with products retailing at $100-$200 per bottle.
In March 2023, Blue Run announced plans to build a distillery in Kentucky. Those plans will continue as part of the Molson Coors family.
Blue Run also has three new whiskies slated for late summer/fall release.
Blue Run’s founders – Mike Montgomery, Tim Sparapani, Jesse McKnight and Andy Brown – will all remain with the brand.
Montgomery will take on an expanded role with Molson Coors as its vice president of Coors Spirits Co. Bourbon Hall of Famer Jim Rutledge will continue to serve as Blue Run’s distillery consultant and liquid advisor and recognized, whiskey community rising star Shaylyn Gammon will serve as whiskey curator for Coors Spirits Co. David Coors will continue to lead Molson Coors’ full-strength spirits strategy and business development as executive chair of Coors Spirits Co.