Coors Whiskey Co. is releasing its first bourbon, Barmen 1873 Bourbon, growing its portfolio to include the approachable super-premium price tier.
With a nod to the year the Coors brewing legacy began and the German origins of its founder, Barmen is a 92-proof blend of straight bourbon whiskeys bottled in Bardstown, Ky.
With a suggested retail price of $39.99 to $42.99, Barmen 1873 adds to Coors Whiskey Co.'s growing lineup of brands. Its first release, the ultra-premium Five Trail Blended American Whiskey, is available in limited yearly batches and retails for $59.99.
“We’re meticulous about quality, and Barmen 1873 reflects the care we put into each one of our blends,” says David Coors, who has led Molson Coors Beverage Company’s push into spirits. “Barmen plays in the space of sweet on the front and a long, lingering spice finish on the end, and it’s available at an approachable price point for bourbon fans.”
Barmen 1873 will be available starting April 3 in U.S. markets where Coors Whiskey Co.’s Five Trail Blended American Whiskey is sold. That includes Colorado, Georgia, Illinois, Kansas, Kentucky, Missouri, New York, Nevada, Pennsylvania, Oklahoma, Tennessee, Texas and Wisconsin.
Proofed with Kentucky water, Barmen delivers a complex flavor profile of caramel, vanilla, grilled peach, raisin, apple, traces of coffee and dark chocolate and even hints of dill and mint. It finishes with notes of ginger, cinnamon and baking spice.
The bourbon, which was developed with the help of master taster Peggy Noe Stevens, pays tribute to the Coors family’s long history of delivering quality beverages, Coors says.
“With all of our products at Coors Whiskey Co., we’re building on generations of skills, capabilities and passion to develop something people can discover and love,” he says. “Our entry into whiskey started in 2021, but Barmen 1873 gives new meaning to our 150-year legacy in the beverage business.”
Barmen joins Coors Whiskey Co.’s Five Trail expressions, which play in the ultra-premium price tier. Launched in 2021 as the first spirit from Molson Coors, Five Trail quickly won over industry experts, amassing a number of awards, including double gold at the prestigious San Francisco World Spirits Competition.
Sold now in 13 states, with more on the horizon, Five Trail also made its international debut last year with placements in Canada and Panama. It’s performed well from a sales perspective, Coors says, meeting or exceeding launches of similarly priced products.
As Barmen 1873 Bourbon hits shelves, it’s linking back to another Coors product, Coors Banquet, encouraging consumers to pick up "a Barmen 1873 and a Banquet.” The brand found that nearly 30 percent of Banquet drinkers also drink whiskey and nearly 15 percent of those drinkers sip on bourbon.
“We’ve got a great opportunity to connect two unique brands that represent the Coors legacy,” says Kim Fox, Molson Coors’ marketing manager for full-strength spirits. “We know consumers are looking for flavor. We know they’re looking for quality. Banquet and Barmen make a perfect pair.”