Molson Coors is more aggressively pursuing its transformation into a total beverage company with the acquisition of award-winning whiskey makers Blue Run.
Blue Run, which was founded during the COVID-19 pandemic in 2020, is Molson Coors’ first acquisition in the category and brings the brand under the newly established Coor Spirits Co. The expansion of the company’s spirits business will include Blue Run, as well as the company’s own Five Trail blended American whiskey and Barmen 1873 bourbon, alongside other upcoming innovations. The award-winning brand brings further credibility to Coors’ spirits portfolio, having “accomplished in three years what many brands hope to do in a generation,” explains Michelle St. Jacques, Molson Coors’ chief commercial officer.
Blue Run has garnered acclaim in the premium whiskey segment, winning awards at the 2021 San Francisco World Spirits Competition and the 2023 New Orleans Spirits Competition. It has also turned heads with its branding – a departure from the stodgier norms of the whiskey and bourbon segment that borrows heavily from shoe companies such as Nike through the use of limited-edition product “drops,” particularly around the holidays, and social media buzz.
“We have always strived to do things a little differently to truly embrace today’s younger, more diverse generation of whiskey drinkers,” explains Mike Montgomery, Blue Run co-founder and CEO, of the brand’s strategy. “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.”
Montgomery and the brand’s other co-founders – Tim Sparapani, Jesse McKnight and Andy Brown – will remain with Blue Run, with Montgomery also taking on a larger role as vice president of Coors Spirits Co. The acquisition doubles the headcount for Molson Coors’ spirits team. The financial details of the acquisition were not disclosed.
Tilray expands beer and beverage business
Canadian cannabis company Tilray is acquiring several beer and beverage brands from Anheuser-Busch in a US$85-million deal.
The acquisition includes Shock Top, Breckenridge Brewery, Blue Point Brewing Company, 10 Barrel Brewing Company, Redhook Brewery, Widmer Brothers Brewing, Square Mile Cider Company and HiBall Energy – as well as all associated employees, breweries and brewpubs. Collectively, the brands have an expected sales volume that will lift Tilray to become the fifth largest craft beer company in the U.S. from its present position as ninth.
The company already owns SweetWater Brewing Company, Montauk Brewing Company, Alpine Beer Company, Green Flash Brewing Company, Breckenridge Distillery and Happy Flower CBD.
“Today’s announcement both solidifies our national leadership position and share in the U.S. craft brewing market and marks a major step forward in our diversification strategy,” says Irwin D. Simon, chairman and CEO of Tilray Brands. “We are excited to work with the teams behind these iconic brands that command great consumer loyalty and have a history of delivering strong award-winning products with tremendous growth opportunities.”
Shock Top photo courtesy Mark Bonica/Flickr.
