Barmen 1873 Bourbon teams up with country star Lainey Wilson

Less than a year after unveiling Barmen 1873 Bourbon, Coors Spirits Co. has found its first celebrity partner: the GRAMMY® award-winning country music star Lainey Wilson.

"Just like Barmen 1873 Bourbon, Lainey Wilson breaks barriers and is blazing her own path, which makes her the perfect artist for us to collaborate with,” says Alan Bremerkamp, Molson Coors’ director of Marketing for Coors Spirits Co. “This partnership will help us raise awareness and growth of Barmen.”

Hold My Bourbon…

The partnership kicks off with a Lainey Wilson-themed pop-up bar in Nashville called the “Hold My Bourbon Bar.” Running from April 4 to 7, the bar features themed décor inspired by her eclectic style, branded merchandise, a jukebox loaded with Wilson’s hits, various games and a collection of Barmen 1873 cocktails selected by Wilson.

Featuring Barmen 1873 Bourbon and named after Wilson’s song lyrics, the cocktails are original spins on classics. Look out for drinks like the Wildflowers Old Fashioned and the Wild Horses Manhattan.

Tickets to enter the event cost $10 and include two drinks and light bar snacks. Only legal-drinking-age adults can attend; 100% of the proceeds from the ticket, bar and merchandise sales will go to Wilson’s charity fund, Heart Like a Truck, which supports a variety of causes focused on changing lives one moment at a time and celebrating triumph. Learn more about the event at  

Catch the Country’s Cool Again Tour

Legal-age consumers can also enter for a chance to see Wilson perform on her Country’s Cool Again Tour in Alpharetta, Ga., on October 19. Details about how to enter will be released soon.

“2024 has been an incredible year so far, and I’m thrilled to have Barmen 1873 Bourbon come along for the ride,” says Wilson.

Growing beyond beer

Barmen 1873 Bourbon is a key component of Molson Coor’s Beyond Beer portfolio, which also includes Coors Spirits Co.’s Blue Run Spirits and Five Trail blended American whiskey. Featuring a blend of straight bourbon whiskeys and bottled in Bardstown, Ky., the 92-proof bourbon has been picking up solid reviews in the approachable super-premium price tier. Over the past year, it has increased its distribution from 13 to 23 states.

“Barmen is an incredible value for the price point, especially considering that nothing in the bottle is less than four years old,” says Kim Fox, Molson Coors’ marketing manager for Coors Spirits Co. “We've received a lot of positive feedback from distributors as well as consumers both on the premium-ness of the packaging and the flavor profile of the liquid.”