Diageo has acquired vodka-based ready-to-drink (RTD) cocktail brand Loyal 9 from Sons of Liberty Spirits Company. Loyal 9 was launched in 2018 in Rhode Island. It has a 9% ABV and comes in Lemonade, Mixed Berry Lemonade and Watermelon Lemonade flavors.
“Loyal 9 hits an RTD ‘sweet spot’, merging American consumers’ growing appreciation for better-quality ingredients with the full-flavor lemonade they love, and a classic Americana feel,” says Debra Crew, president, Diageo North America.
Diageo has made a number of moves in recent months to back the burgeoning RTD cocktail category. This investment is Diageo’s second RTD acquisition this year, following the purchase of Lone River Ranch Water last month. Additionally, the company announced it would invest $80 million to expand production on its RTD products this year as well.
“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,” says Crew.
Diageo’s full portfolio of RTD products also includes Crown Royal Ready to Drink Cocktails, Tanqueray Crafted Gin Cocktails and Ketel One Botanical Vodka Spritz.