Tilray's Breckenridge launches Mountain Shot

Executive Summary

• Breckenridge Distillery, a subsidiary of Tilray Brands Inc., has launched "Mountain Shot," a new mushroom-infused spirit product.
• The product is available in both whiskey-based and malt-based varieties, infused with maitake mushrooms, and is currently available in select United States markets.
• The launch represents a strategic innovation aimed at challenging conventions and capturing the "adventure" market segment, with distribution in bottles and portable pouches.

Key Details

• Product Name: Mountain Shot.
• Product Type: Mushroom-infused spirit/elixir.
• Varieties:
  • Whiskey-based: Produced at 69 proof.
  • Malt-based: Produced at 30 proof.
• Key Ingredient: Maitake mushrooms (also known as Hen of the Woods) sourced from Japan.
• Flavor Profile: Blended with rich chocolate and cool, invigorating mint.
• Packaging Formats:
  • 750-millilitre bottles.
  • One-litre bottles.
  • 100-millilitre resealable pouches (portable format).
• Distribution: Available now in select United States markets, including convenience stores for the malt-based pouch.
• Company: Breckenridge Distillery (subsidiary of Tilray Brands Inc.).

Notable Quotes

• "Our mission has always been to challenge conventions while honoring the craftsmanship of creating whiskey," said Bryan Nolt, founder and chief executive officer at Breckenridge Distillery. "With Mountain Shot, we've created something that is not only unique but also celebrates the diversity of flavours and meets our consumers where they want to be drinking -- at the bar, at the base of a mountain or at their apres."
• "Mountain Shot is a crafted experience infused with the natural complexities of mushrooms," says Jessie Unruh, director of marketing for Breckenridge Distillery. "It is a toast to nature, friendship and the simple pleasures of life."