Sazerac has announced an exclusive distribution agreement with SIPMARGS and will acquire an equity stake in the ready-to-drink cocktail brand.
Under the agreement, Sazerac will support SIPMARGS with distribution and brand-building efforts as the company expands nationally.
SIPMARGS counts social media creator Alix Earle and Palm Tree Crew among its backers.
“Margaritas continue to be one of the staple go-to cocktails consumers reach for time and again and SIPMARGS’ sparkling flavors offer something unique to the market,” says Jake Wenz, CEO of Sazerac. “We’re looking forward to helping SIPMARGS accelerate their already impressive momentum.”
SIPMARGS produces ready-to-drink sparkling margaritas and has grown its audience through social media marketing and partnerships, including its relationship with Earle.
“Since becoming an investor in the brand, one of the most asked questions from consumers has been when SIPMARGS will be available in their city,” says Earle. “This partnership isn’t about expansion for expansion’s sake; it’s about meeting high consumer demand nationwide and we are excited to have the infrastructure needed to expand our markets and distribution.”
“We’re thrilled to partner with Sazerac at this pivotal stage of growth,” adds Justin Nabozna, CEO of SIPMARGS. “Their scale, operational excellence and track record of supporting brands at every stage make them an ideal partner as we expand our reach and introduce SIPMARGS nationwide.”
SIPMARGS joins Sazerac’s spirits portfolio, which includes Buffalo Trace, BuzzBallz, Traveller Whiskey, Fireball Cinnamon Whisky, Southern Comfort, SVEDKA, Wheatley Vodka, Myers’s Rum and Paddy’s Irish Whiskey. Sazerac has been scooping up RTDs brands lately, with the recent purchases of Dirty Shirley and BuzzBallz.
