Dive Brief:
Diageo has acquired vodka-based ready-to-drink cocktail brand Loyal 9 from Sons of Liberty Spirits Co., according to a press release. The financial terms of the deal were not disclosed.
The flavored cocktails are 9% ABV, gluten free, and made with 100% real fruit. Flavors include four lemonade varieties, Cranberry Lime and Apple Cider.
According to data cited by Diageo, retail sales of RTD beverages totaled $7.8 billion in 2019, and grew 20% between 2016 and 2019,
making it the fastest-growing alcohol category. The beverage company recently announced an $80 million investment to ramp up production of of its RTD offers, including Smirnoff hard seltzers and cocktails from Crown Royal and Ketel One Botanicals.
New alcohol home delivery bill to go into effect this week
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Americans are drinking lots of champagne and cognac
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