Gold Bar Whiskey is entering the ready-to-drink (RTD) sphere, and it’s rolling out with the support of Joe Cool himself: Hall of Fame quarterback Joe Montana.
The San Francisco-based distillery announced the launch of its first RTD cocktail Wednesday — a take on a Moscow Mule called the Gold Bar Whiskey ‘Double Gold’ (8% ABV). Each 12 oz. can contains ginger, lime and a splash of orange juice.
Founded in 2013, Gold Bar Whiskey is partnered with the San Francisco 49ers as the NFL team’s Official Whiskey, so bringing in Montana – who won four Super Bowls in his time on the team between 1979 and 1992 – to help launch into canned cocktails is a logical choice.
The cans will also feature a QR code allowing consumers to claim an exclusive, complimentary Joe Montana t-shirt.
The line is rolling out now to retailers in Northern California and is available direct-to-consumer nationwide via goldbarwhiskey.com.
Alongside the RTD launch, Gold Bar is also commemorating the 49ers’ 1985 championship win with another new release: Gold Bar Whiskey Retro Edition, an 85-proof straight bourbon finished in wine casks. That spirit will launch in stores and online next month.
For San Francisco fans, the Retro Edition will feature a detachable “Necker Koozie” drink sleeve designed to fit the Double Gold cans.
“The craftsmanship poured into Double Gold and Retro Edition exemplifies the dedication and passion from the Gold Bar Whiskey team,” Montana said in a press release. “I look forward to seeing fellow whiskey enthusiasts and football fans enjoy these products as much as I do.”
The nostalgia-minded innovations will be accompanied by a similarly themed marketing campaign, which will be pegged to the upcoming Super Bowl in 2026, hosted in San Francisco.