Diageo, the spirits giant behind Johnnie Walker, Crown Royal and Don Julio, has purchased ready-to-drink (RTD) cocktail brand Loyal 9 from Sons of Liberty Spirits Company.
Top line
Founded in 2018, Loyal 9 is a vodka-based beverage that comes in flavors such as lemonade, mixed berry lemonade and watermelon lemonade. Diageo paid for the acquisition with cash, but declined to disclose the price.
Between the lines
Recent activity suggests Diageo is eager to explore RTD beverages. Last month, the company purchased Far West Spirits, owner of the hard seltzer brand Lone River Ranch Water.
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