Diageo buys spirits-based RTD brand Loyal 9 Cocktails

RTDs have increasingly gained momentum in the United States over the last year

British multinational beverage alcohol company Diageo has announced that it has acquired Loyal 9 Cocktails, a rapidly growing spirits-based ready to drink brand, from Sons of Liberty Spirits Company.

Launched in 2018 in Rhode Island, Loyal 9’s vodka-based ready to drink cocktails have quickly captured the hearts of New England consumers. Loyal 9 combines the appeal of indulgent full flavor lemonade and ‘Americana,’ with high-quality ingredients and 9 per cent ABV.

With a portfolio of great tasting flavors, including Lemonade, Mixed Berry Lemonade, and Watermelon Lemonade, Loyal 9’s canned cocktails are all gluten-free and produced with 100 per cent real fruit. The brand’s light-hearted look and feel, delivered in a modern convenient format, embody the spirit of relaxed, at-home and outdoor occasions.

With a retail sales value of over $7.8 billion in 2019, ready-to-drink (RTD) is the fastest growing category in total beverage alcohol in the United States, growing 20 per cent between 2016 and 2019. RTDs have increasingly gained momentum in the United States over the last year, driven by consumer interest in enjoying cocktails at home and demand for a range of drinks in convenient formats that are ideal for casual and at-home occasions.