Sazerac announced it has acquired an equity stake in SIPMARGS and entered into an exclusive distribution relationship with the company as it looks to expand the brand nationally.
SIPMARGS, which is backed by social media personality Alix Earle and Palm Tree Crew, offers ready-to-drink sparkling margaritas made with premium tequila blanco from Jalisco, real fruit juice, cane sugar, and sparkling water. The brand currently features five flavors: Classic, Mango, Coconut, Mezcal, and Spicy. Each can contains 5% ABV, 130 calories, and 6 grams of sugar.
Through the partnership, Sazerac said it will use its brand-building and go-to-market capabilities to help scale SIPMARGS into a national brand and broaden its distribution footprint across the United States.
Jake Wenz, CEO of Sazerac, said the ready-to-drink cocktail category continues to gain traction among consumers and that SIPMARGS brings a differentiated product offering to the market.
SIPMARGS has rapidly developed a strong following through its social-first marketing strategy, branding, and partnerships aimed at younger consumers. The company said one of the most common requests from customers has been broader availability across more cities and markets.
The agreement adds SIPMARGS to Sazerac’s portfolio of spirits and beverage brands, which includes BuzzBallz, Buffalo Trace, Fireball Cinnamon Whisky, Southern Comfort, and SVEDKA Vodka.
KEY QUOTES:
“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. We’re looking forward to helping SIPMARGS accelerate their already impressive momentum.”
Jake Wenz, CEO, Sazerac
“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. 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.”
Alix Earle, Investor, SIPMARGS
“We’re thrilled to partner with Sazerac at this pivotal stage of growth. 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.”
Justin Nabozna, CEO, SIPMARGS
