Diageo acquires spirits-based ready to drink brand, Loyal 9 Cocktails
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% 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% 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 US$7.8 billion in 20191, ready-to-drink (RTD) is the fastest growing category in total beverage alcohol in the United States, growing 20% between 2016 and 2019.2 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.
Debra Crew, President, Diageo North America, commented: “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. 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.”
Diageo’s spirits-based RTD portfolio includes recently launched spirits-based RTD innovations such as Crown Royal Ready to Drink Cocktails, Tanqueray Crafted Gin Cocktails and Ketel One Botanical Vodka Spritz.