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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.