Having Perfected Shitty Beer, Molson Coors to Create Shitty Bourbon

In what seems like an April Fool's joke, but sadly isn't... Giant beer maker Molson Coors ($10.701 billion in revenue in 2022) has announced a new bourbon brand called Barmen 1873 that they will market to beer drinkers. 

David Coors, vice president of Next Generation Beverages, says: 

We’re meticulous about quality, and Barmen 1873 reflects the care we put into each one of our blends. 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.

Not much is known about this new brand other than it comes in at 92 proof (46% alcohol) and was proofed with Kentucky water (which is so vague of a statement, it doesn't actually mean anything) and bottled in Bardstown. The suggested retail price is between $39.99 to $42.99. It is currently available in 13 states (not Ohio), with more on the way in the future. 

My Take

First of all, I don't think we need more multi-billion dollar conglomerates in the bourbon business, but here we are. At the most basic, this is simply a sourced bourbon. Molson Coors doesn't do any of the distilling or warehousing. They simply throw a brand together and do the marketing. It's disappointing on so many levels. It feels like they are going for a quick money-grab with a sub-par product. For that, this is one brand I'll be staying miles away from. 

What do you think? Drop a note in the comment box below. 

Source: Molson Coors Blog