Dive Brief:
- Spirits giant Sazerac has acquired ready-to-drink cocktail brand Dirty Shirley for an undisclosed amount, the company announced Thursday.
- The acquisition builds on Sazerac’s growing RTD portfolio, which includes the 2024 acquisition of BuzzBallz.
- Dirty Shirley, which adds vodka to the classic Shirley Temple, also taps into growing consumer demand for nostalgic flavors, specialty sodas and canned cocktails.
Dive Insight:
The Shirley Temple recipe is enjoying a moment in the spotlight, with new and trendy beverage brands including Bloom Pop and Stiller’s Soda offering a modern twist on the classic.
The brand is also the latest acquisition for the Buffalo Trace and Fireball owner, which has been building out its portfolio. It recently purchased Western Son, a vodka and gin brand, and Svdeka vodka. The spirits giant has also committed more than $1 billion to upgrade new and existing U.S. manufacturing facilities.
While alcohol consumption reached a low in 2025, RTD cocktails have been a bright spot for the category, with many young consumers flocking to the segment for convenience, flavor and oftentimes high alcohol content. Rival alcohol giants, including Diageo, Brown-Forman and Boston Beer, have also tapped into the premixed cocktail trend with their own launches.
“[Dirty Shirley] has carved a unique space in the RTD category with their bold cocktails and distinct personality, and we're looking forward to continuing to build on the solid foundational work done by the brand to-date,” Sazerac CEO Jake Wenz said in a statement.
Dirty Shirley was founded in 2023 as part of Austin-based Goodwell Brands, which also owns RTD hard seltzer brand Country Luau. Adam Kost, founder and CEO of Goodwell Brands, said Sazerac’s involvement will help scale the brand and widen its reach among consumers.
