Diageo has acquired operations of Loyal 9 Cocktails, a two-year-young ready-to-drink (RTD) canned cocktail maker based in Rhode Island. The move marks the second such acquisition so far this year for Diageo, after purchasing Far West Spirits LLC, makers of Lone River Ranch Water.
Last year, the beverage alcohol conglomerate purchased UK-based Chase Distillery in a transaction that expanded its portfolio of RTD cocktails with Chase’s Gin Seltzers. BGF Private Equity was able to exit their investment in Chase with completion of that acquisition.
Loyal 9 produces canned cocktails made with real vodka and fruit juice. Like their name, each cocktail has 9% ABV. Loyal 9’s canned cocktails are gluten-free and are blended in four lemonade varieties, including Lemonade, Mixed Berry Lemonade, Watermelon Lemonade, and Lemonade + Iced tea.
The company also produces 9% ABV versions of Cranberry Lime with vodka, and Apple Cider, which can be served hot or cold.
In the vodka seltzer lineup, the Loyal 9 offers half-strength versions of Lemon, Raspberry, Orange, and Lime seltzers, all gluten free and 4.5% ABV.
Debra Crew, President, Diageo North America, commented: “Loyal 9 hits an RTD ‘sweet spot’,” said Debra Crew, President of Diageo NA. “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.”
Loyal 9’s distribution has so far been limited to northeast states of Rhode Island, Massachusetts, Connecticut, New Hampshire, Maine, and Vermont. Packed in 4-packs of 12 ounce cans, the products are sold in bars and stores, including Bottles Fine Wine and Bridge Liquors.
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