Diageo acquire RTD cocktail brand
Diageo announced it has acquired Loyal 9 Cocktails, a rapidly growing spirits-based ready-to-drink brand, from Sons of Liberty Spirits Company.
Launched in 2018 in Rhode Island, Loyal 9’s vodka-based ready to drink cocktails have quickly captured the hearts of New England consumers.
Its portfolio includes Lemonade, Mixed Berry Lemonade and Watermelon Lemonade and have 9% ABV.
Loyal 9’s canned cocktails are all gluten-free and produced with 100% real fruit.
Debra Crew, President, Diageo North America, commented: “Loyal 9 hits an RTD ‘sweet spot’, merging American consumers’ growing appreciation for better quality ingredients with the full flavour lemonade they love, and a classic Americana feel.
“We have a clear strategy to build and diversify our RTD offerings across price points and consumer segments, and Loyal 9 is a great addition to our portfolio, which is also growing through the recent acquisition of Lone River and innovations from several of our brands.”
Diageo’s spirits-based RTD portfolio includes recently launched spirits-based RTD innovations such as Crown Royal Ready to Drink Cocktails, Tanqueray Crafted Gin Cocktails and Ketel One Botanical Vodka Spritz.
Mike Reppucci, CEO of Sons of Liberty Spirits Company, said: “True to Loyal 9’s revolutionary roots, we created this brand to introduce something even better for our consumers.
“Loyal 9 is a new and delicious RTD that uses great quality ingredients, is full flavoured and without compromise.
“It’s been a fantastic adventure to create and lead Loyal 9’s development to this stage, and we’re excited to be passing the baton to Diageo to take this great brand to the next level.”
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