Ready-to-drink (RTD) sparkling Margarita brand SipMARGS recently relaunched its brand. The relaunch is backed by a $3 million investment led by Palm Tree Crew, a global live entertainment, lifestyle and hospitality company.

Social media influencer Alix Earle, who joins as both an investor and brand partner, amplified the funding. The relaunch marks a new era for SipMARGS and its mission to bring high-quality, fun and convenient cocktails to a new generation of consumers, it says. Earle’s love for sharing fun, relatable content with her audience makes her the perfect match for the brand, it adds.

“Being involved in the alcohol space is something that has always interested me, but it was all about finding the right fight,” Earle said in a statement. “I knew from the second I took a sip — pun intended — that I wanted to get involved. There may have been larger, more established companies looking to collaborate, but pushing myself to take risks and invest in a startup that I believe in felt like a great next step to accelerate me in my entrepreneurial efforts. When I commit to something, I give it my 110% effort and trust, so I’m very excited to get everyone trying SipMARGS.”

The SipMARGS brand is led by CEO Justin Nabozna. Palm Tree Crew joins the existing investor group, Speight Family Ventures. The roster of strategic backers of brand include Michael Rubin, Aoki Labs by Steve Aoki, Braxton Berrios and Anti Fund, Jake Paul’s VC Firm. The transformation includes a new leadership team, enhanced formulation, upgraded packaging and a stronger market positioning.

“We’re excited to embark on this new chapter of SipMARGS at a time when tequila is becoming more popular in the ready-to-drink market and consumers are looking for more variety in their canned cocktails,” Nabozna said in a statement. “Alix has already been such a creative and hands-on brand partner and investor, we are so excited to be working with her on building the brand and business. Additionally, Palm Tree Crew brings expertise in building consumer and lifestyle brands and has provided immediate impact beyond being our lead investor in this round. We believe that SipMARGS is not just a great cocktail, but can be a brand with personality, energy and a real community behind it.”

SipMARGS is made from a blend of premium tequila Blanco, natural ingredients, real fruit juice, real cane sugar and sparkling water. It comes in five flavors: Classic, Mango, Coconut, Mezcal and Spicy. The beverage is gluten free, vegan and dairy free. Each 12-ounce can has 5% alcohol-by-volume (ABV), containing 130 calories and 6 grams of sugar. All flavors are available in four-packs, with variety eight-packs also available.

Starting March 17, SipMARGS can be purchased online at sipmargs.com, on Gopuff in New York and Florida and at select retailers in select states.

“We’re thrilled to back SipMARGS as their lead investor for this exciting period of growth,” Myles Shear, co-founder of Palm Tree Crew, said in a statement. “We are honored to partner with Alix and the rest of the SipMARGS team. We have very exciting things coming.”