Sazerac to Invest in SIPMARGS as Ready-to-Drink Cocktail Market Gains Momentum
Sazerac to Invest in SIPMARGS as Ready-to-Drink Cocktail Market Gains Momentum
NEW YORK — Sazerac has agreed to invest in SIPMARGS, a canned cocktail brand backed by TikTok creator and investor Alix Earle, as the spirits company expands further into the fast-growing ready-to-drink beverage market.
According to Reuters, Sazerac and SIPMARGS have also entered into an exclusive distribution partnership. The financial terms of the investment were not disclosed. The deal is expected to give SIPMARGS stronger access to national distribution, retail networks, and industry infrastructure.
Why the Deal Matters
SIPMARGS, founded in 2020, produces sparkling margarita-style canned cocktails. The brand has built attention through social media, lifestyle marketing, and celebrity-backed investment. In 2025, it raised $3 million from investors including Alix Earle and Palm Tree Crew, a venture firm co-founded by musician Kygo.
For Sazerac, the investment shows a continued push into ready-to-drink products. The company, known for brands including Buffalo Trace, Fireball Cinnamon Whiskey, Svedka Vodka, and many others, has been actively expanding through deals and acquisitions. Reuters reported that Sazerac has acquired around 60 brands over the past decade.
Sazerac Targets Younger Consumers and RTD Growth
The ready-to-drink cocktail category has become one of the most competitive areas in the beverage industry. Consumers are increasingly choosing convenient canned beverages, and large spirits companies are racing to capture market share.
Sazerac has already made several moves in this space, including deals involving BuzzBallz and Dirty Shirley. The company also recently announced an investment in Kendall Jenner’s 818 Tequila brand, showing its interest in celebrity-connected beverage businesses.
Alix Earle’s Role in SIPMARGS
Alix Earle, who has about 8.5 million TikTok followers, is one of SIPMARGS’ notable investors. She has also invested in other beverage brands, including Poppi and GORGIE. Her involvement gives SIPMARGS a strong connection to younger digital audiences and social media-driven brand building.
In a statement reported by Reuters, Earle said the Sazerac partnership would help SIPMARGS grow nationally while keeping the brand’s identity intact. She said the partnership gives SIPMARGS the distribution power needed to compete with larger beverage companies.
A Bigger Strategy for Sazerac
Sazerac’s investment in SIPMARGS comes during a busy period for the privately held spirits company. Reuters also reported that Sazerac recently offered around $15 billion to acquire Brown-Forman, the maker of Jack Daniel’s, but that bid was rejected.
The company’s continued dealmaking suggests it is trying to strengthen its position across traditional spirits, celebrity-backed brands, and ready-to-drink beverages. With more than $6 billion in annual net sales and more than 500 brands, Sazerac remains one of the most active players in the global beverage sector.
Industry Outlook
The SIPMARGS deal reflects a broader shift in the beverage business. Large companies are no longer relying only on legacy brands. They are increasingly investing in newer labels that already have loyal communities, strong branding, and social media visibility.
For SIPMARGS, Sazerac’s support could help the brand move from a rising niche product to a wider national presence. For Sazerac, the partnership adds another youth-focused, ready-to-drink brand to its growing portfolio.
Conclusion
Sazerac’s investment in SIPMARGS highlights the rising value of ready-to-drink cocktails, celebrity-backed consumer brands, and social media-driven beverage marketing. While the investment amount remains undisclosed, the partnership gives SIPMARGS access to a much larger distribution platform and gives Sazerac another opportunity to compete in one of the beverage industry’s fastest-growing categories.
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