Sazerac takes equity stake in SIPMARGS, locks in national distribution
Sazerac is buying into ready-to-drink sparkling Margarita brand SIPMARGS, backed by Alix Earle and Palm Tree Crew, and will exclusively distribute it nationwide. The deal hands an influencer-fueled RTD upstart Sazerac's full go-to-market scale at a moment when canned cocktails are crowding shelves.
Sazerac is taking an equity stake in ready-to-drink sparkling Margarita brand SIPMARGS, backed by Alix Earle and Palm Tree Crew, and will exclusively distribute it nationally, applying its go-to-market muscle to scale the brand.
Why this matters
SIPMARGS is an influencer-launched RTD with celebrity backing from Alix Earle and Palm Tree Crew. Tying up with Sazerac swaps DTC and social-led growth for legacy spirits distribution muscle in a saturated canned cocktail aisle.
Retail-brand activity steady at 205 signals over the last 90 days.