Skip to content
Search
AI Powered
Latest Stories

Molson Coors further expands beyond beer with Blue Run Spirits acquisition

Molson Coors further expands beyond beer with Blue Run Spirits acquisition
Coors Spirits Co. portfolio

Molson Coors Beverage Company said it has reached an agreement to acquire Blue Run Spirits, a US producer of finely crafted bourbon and rye whiskies.

Molson Coors said the deal represents another step in its evolution as a total beverage company while providing Blue Run with resources to continue its growth.


Based in Georgetown, Kentucky, Blue Run is one of the whiskey industry’s most compelling new entrants since the brand’s launch in October 2020, winning numerous awards.

It has also gained international acclaim among whiskey experts and branding aficionados with its divergence from traditional industry norms, which Forbes has called “sneakerizing the bourbon industry,” with premium whiskies that generate intense interest with each release.

As Molson Coors’ first spirits acquisition, the addition of Blue Run is expected to boost the company’s footprint in spirits as it continues to evolve from its storied history as a beer company and premiumise its portfolio.

Blue Run High Rye Bourbon

In tandem with the acquisition, Molson Coors has established 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 innovation.

Molson Coors entered the whiskey space with the 2021 launch of Five Trail Blended American Whiskey and the 2022 introduction of Barmen 1873 Bourbon.

“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.,” Michelle St. Jacques, Molson Coors’ chief commercial officer, said.

“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.”

Blue Run’s founders – Mike Montgomery, Tim Sparapani, Jesse McKnight and Andy Brown – will all remain with the brand, with Montgomery taking on an expanded role with Molson Coors as its vice president of 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.

“Since launching Blue Run, we have always strived to do things a little differently to truly embrace today’s younger, more diverse generation of whiskey drinkers,” Montgomery said. “We are humbled by how the whiskey community has embraced our vision and that Molson Coors wants to join and support us in this journey.”

More for you

Sainsbury’s local convenience store outlets
Image from Sainsbury's media
Image from Sainsbury's media

Sainsbury’s extends Aldi price-match campaign to 800 convenience stores

Supermarket Sainsbury’s has become the first grocer to extend its Aldi price-match campaign to its 800 local convenience store outlets.

In a bold move by its boss to win back market share from the German discounter, Britain’s second-largest supermarket chain today (4) has added price matches on 200 daily staples — including milk, chicken, bread and vegetable oil — in its local convenience stores.

Keep ReadingShow less
Glasgow retailer retires after serving community for 44 years

iStock image

iStock image

Glasgow retailer retires after serving community for 44 years

A convenience store owner in Glasgow has retired and handed over the keys after serving the community for 44 years.

The retiring shopkeeper couple, Abdul Haq and his wife Hameedah, have run Disqu Blu convenience store in Glasgow since 1980.

Keep ReadingShow less
innocent drinks, Co-op team up to donate portions of fruit and veg to charity

innocent drinks, Co-op team up to donate portions of fruit and veg to charity

innocent drinks, Europe’s leading healthy drinks company, is announcing a new partnership with Alexandra Rose Charity as it advances its mission to help people live well through the delicious goodness of fruits and vegetables.

Government statistics reveal that just one third of adults, and 12 per cent of 11–18-year-olds, are managing to get the recommended “Five a Day”. This is even starker for lower-income families, with the most deprived fifth of adults consuming 37 per cent less fruit and veg than the least deprived, and their children 29 per cent.

Keep ReadingShow less
‘Spooktacular’ store POS drives sales, customer engagement for Nisa retailer NP Group

‘Spooktacular’ store POS drives sales, customer engagement for Nisa retailer NP Group

As the final key retail season of the year approaches, Nisa retailer NP Group is gearing up for Christmas with a renewed focus on store activation and point-of-sale (POS) strategy to drive sales following a successful Halloween.

With seasonal shopping trends in full swing, effective in-store activation and visibility are crucial for smaller retailers to capture customer attention and keep up with larger competitors. Data from Retail Economics shows that UK shoppers spent approximately £10 billion on seasonal products in 2023, with Halloween contributing £650 million alone, marking a steady increase in seasonal shopping over recent years.

Keep ReadingShow less