Molson Coors Beverage Co has partnered its Blue Run American whiskey brand with the organiser of the Indianapolis 500 motor race.
Kentucky-based Blue Run Spirits, which was acquired by Molson Coors in mid-2023, has lined up the release of a limited-edition bottle of its namesake Kentucky Straight High Rye bourbon. The pack features a checkered-flag design of the brand’s usual butterfly logo along with the insignia for Indianapolis Motor Speedway on the bottle’s neck.
The bottle has gone on sale this month as an Indiana-exclusive ahead of this year’s Indianapolis 500 on Sunday. Details of how many units are available – as well as the sum behind the marketing investment – were not disclosed.
“This partnership is rooted in a mutual respect for tradition and a relentless drive to push boundaries,” said the GM of Blue Run Spirits & the Coors Spirits Co unit, Katy McBrady. “This release is our way of honouring the entire ‘Month of May’ through practice and qualifying weekend, to ‘Miller Lite Carb Day’ [concert on the Friday prior to the race] alongside ‘Back Home Again In Indiana’ and each passing of the ‘Yard of Bricks’ [the track’s finish line] with a whiskey that stands up to each moment.”
Having posted seven consecutive quarters of declining sales, Molson Coors saw its top line in the three months to the end of March inch into the black, by +0.1% on the corresponding period a year earlier.
