Molson Coors Buys Bourbon Maker Blue Run Spirits

Molson Coors, best known for brewing Coors Light and Miller Lite, is acquiring Blue Run Spirits, a cult favorite high-end bourbon and rye whiskey brand, for an undisclosed price, exclusively told to CNN.

Photo Insert: Blue Run is a Kentucky-based startup that makes premium bourbon whiskeys with prices ranging from $100 to $250 for a bottle.

It’s part of the company’s pivot to becoming a broader beverage company focusing on drinks beyond beer, especially since US spirit sales surpassed beer sales last year for the first time ever, Jordan Valinsky reported for CNN Business.

Blue Run is a Kentucky-based startup that makes premium bourbon whiskeys with prices ranging from $100 to $250 for a bottle.

Five people came together that have a “common love” for bourbon and created the brand in 2020, according to Blue Run CEO and cofounder Mike Montgomery, which resulted in a “groundbreaking brand” that skews younger and more diverse than typical bourbon drinkers, he said.

Some of Blue Run’s success can be attributed to co-founder Devon McKinney, who designed Nike’s Air Force One sneaker and also the whiskey and bourbon’s butterfly-adorned bottle.

He emulated the sneaker “drop” culture with Blue Run, by creating buzz by releasing a limited amount of bottles for each release and generating excitement online.

“We set out to change the way whiskey is brought to market,” Montgomery told CNN. “We set out to modernize the way American whiskey looks and feels.”

He also isn’t worried about a massive company acquiring his boutique brand, saying that Molson has “vast resources” to help expand its distribution beyond the current 31 states it’s sold in and that Molson has a “commitment” to Blue Run’s high-end quality and distinctive bottle design.

For Molson, Blue Run’s buzzy presence and being profitable from the beginning was an attractive concept as it looks to grow beyond beer. It also marks Molson’s first-ever spirit acquisition.

Other products in that portfolio largely consist of partnerships, including one with Coca-Cola to make Simply Spiked, an alcoholic drink inspired by the Simply brand’s fruit juice, and Topo Chico seltzers.

WEEKLY FEATURE : MVP Group Keeps Lights On During Pandemic