USA: Diageo acquires Loyal 9 Cocktails

Leading North America alcoholic drinks firm Diageo has announced the acquisition of Loyal 9 Cocktails, a spirits-based ready to drink brand from Sons of Liberty Spirits Company.

According to Diageo’s statement, Loyal 9 is ‘rapidly growing’, producing vodka-based drinks featuring indulgent flavours with high-quality ingredients and 100% real fruit.

Debra Crew, president of Diageo North America, said: “Loyal 9 hits an RTD ‘sweet spot’, merging American consumers’ growing appreciation for better quality ingredients with the full flavour lemonade they love, and a classic Americana feel. We have a clear strategy to build and diversify our RTD offerings across price points and consumer segments, and Loyal 9 is a great addition to our portfolio, which is also growing through the recent acquisition of Lone River and innovations from several of our brands”.

Mike Reppucci, CEO of Sons of Liberty Spirits Company, said: “Loyal 9 is a new and delicious RTD that uses great quality ingredients, is full flavoured and without compromise. It’s been a fantastic adventure to create and lead Loyal 9’s development to this stage, and we’re excited to be passing the baton to Diageo to take this great brand to the next level”.

The deal will be funded by existing cash resources for an undisclosed amount.

Source: Diageo press release