Molson Coors Beer, Whiskey Brands Collaborate

Two Molson Coors Beverage Co. brands, Terrapin Beer Co. and Five Trail blended American whiskey, joined to produce Double Barrel Red Ale.

“it’s unlike any barrel-aged beer we’ve created before,” says Dustin Watts, Terrapin’s president.

At 12.5% alcohol-by-volume, the barrel-aged imperial red ale was not only aged in Five Trail barrels but used its grain bill, as well. The beer sat in freshly emptied Five Trail barrels for five months, absorbing complex flavors, including oak notes which resulted in a beer that Molson Coors says is perfect for pairing with rich holiday meals.

The business idea behind the collaboration is to see Double Barrel paired alongside Five Trail at retail locations in Georgia and Wisconsin: “Typically, people are going into liquor stores and looking for spirits and wine, so this is a unique way to also bring beer sales to life during the holiday season,” Watts says.

Distribution: “Georgia is our home market, but Wisconsin is our third-largest state and there’s a great opportunity with the distributor network there to co-brand this,” says Watts. 

Recycling: After the beer was bottled, the barrels were returned to Kentucky, where Five Trail will refill them with whiskey for an upcoming limited Five Trail release of Terrapin Cask Strength blended American whiskey that will be available in select markets late next year.