Molson Coors is crossing into non-alcoholic beverages with the introduction of Golden Wing, a barley-based milk alternative.
Golden Wing is made with barley from farmers already under contract to Molson Coors for beer production. Its other ingredients are water, sunflower oil, pink Himalayan salt and shiitake mushroom extract. It has a “khaki color” and “a malty sweetness reminiscent of milk leftover in a bowl of cereal,” according to an entry in the company’s blog.
Golden Wing is rolling out this month at Sprouts grocery stores in California, in May at Whole Foods grocery stores in Southern California, and is also available online. The company is phasing in the rollout gradually to enable it to tweak the formulation as needed along the way, says Brian Schmidt, Molson Coors’ marketing manager for non-alcohol products.
Molson Coors joins the ranks of non-alcohol and alcohol beverage processors crossing into each others’ territory. Both Coca-Cola and PepsiCo are partnering to produce alcoholic drinks, with Coca-Cola working with Molson Coors.