Spirits giant Sazerac has again invested in RTDs, buying a stake in Sipmargs, the margarita brand backed by social media influencer Alix Earle.
The financial terms of the transaction were not revealed.
The BuzzBalls brand owner also struck an exclusive distribution deal with Sipmargs.
Until now, Southern Glazer’s Wine and Spirits has distributed Sipmargs and will continue to do so, along with “several others”, a Sazerac spokesperson told Just Drinks.
In a statement yesterday (13 May), privately-owned Sazerac said it will “contribute its brand building and go-to-market capabilities to help build Sipmargs to a national brand”.
From July, Sipmargs will expand from selling in nine states – including Ohio, Florida and New York – to full national distribution, the Sazerac spokesperson added.
Sazerac would not disclose specific sales and profit figures for Sipmarkgs but the spokesperson it said the brand “continues to perform strongly in the RTD category, with six straight quarter of double-digit year-over-year volume growth and rapid velocity gains in our top regional markets”.
Jake Wenz, the CEO of Sazerac, added: “Margaritas continue to be one of the staple go-to cocktails consumers reach for time and again, and Sipmargs’ sparkling flavours offer something unique to the market.
Sipmargs is available in five flavours: Classic, Mango, Coconut, Mezcal, and Spicy. Each 5% abv can contains 130 calories and six grams of sugar.
Sipmargs joins Dirty Shirley and BuzzBallz within Sazerac’s RTD line-up.
Sazerac acquired BuzzBallz, known for its spherical bottles, in 2024. That business produces pre-mixed cocktails in various flavours including Chili Mango and Strawberry ‘Rita.
In March this year, Sazerac bought US RTD cocktail brand Dirty Shirley from local firm Goodwell Brands.
On Tuesday, The Wall Street Journal reported Brown-Forman had turned down a takeover bid worth roughly $35bn from Sazerac.
The WSJ reported last month that Sazerac – home to brands like Southern Comfort and Svedka vodka – made an official approach to Brown-Forman.
The purported move occurred two weeks after Brown-Forman and Pernod Ricard announced discussions regarding a “partnership akin to a merger of equals”.
However, late last month, the two distillers terminated their talks without reaching an agreement.
Sazerac has never commented publicly on any interest in Brown-Forman.
Last month, the company invested in influencer and entrepreneur Kendall Jenner’s 818 Tequila. That deal also made Sazerac the exclusive US sales and distribution partner for the Tequila brand.
