Golden Wing Barley Milk is a non-alcohol, plant-based milk that will be found in the dairy case. It’s made from barley that had been used to make Coors’ beers. Golden Wing is launching this month at Sprouts locations in California, in May at Whole Foods grocery stores in Southern California and is available via its website.
“The plant-based milk category is growing rapidly, and it’s largely fueled by innovation,” says Brian Schmidt, Molson Coors’ marketing manager for non-alcohol products. “Whether it’s almond, oat or barley, innovation is providing alternatives for consumers seeking the benefits of plant-based milk.
Plant-based milk has grown dollar sales more than 5% since 2016 while cow’s milk and soy milk have both lost a combined 6 points over the same period, according to IRI data.
Pouring a khaki color, Golden Wing has a malty sweetness reminiscent of milk leftover in a bowl of cereal. With a simple ingredient bill of water, barley, sunflower oil, pink Himalayan salt and shiitake mushroom extract, the milk tastes natural without being overly sweet or astringent.
“We want to let our ingredients speak for themselves. Golden Wing keeps it simple, delivering on exceptional flavor with barley leading the way,” Brian Schmidt, Molson Coors’ marketing manager for non-alcohol products says. Golden Wing contains 130 calories and, compared to 2% milk, it has 60% less sugar, 50% more calcium and twice as much Vitamin D.