Sazerac, Louisville, Ky., announced its exclusive distribution relationship with SIPMARGS, the ready-to-drink sparkling Margarita brand backed by social media powerhouse Alix Earle and Palm Tree Crew, among other notable names. Sazerac also will acquire an equity interest in the brand.

Through this relationship, Sazerac will contribute its brand building and go-to-market capabilities to help build SIPMARGS to a national brand that all consumers can enjoy. 

"Margaritas continue to be one of the staple go-to cocktails consumers reach for time and again, and SIPMARGS’ sparkling flavors offer something unique to the market,” said Jake Wenz, CEO of Sazerac, in a statement. “We’re looking forward to helping SIPMARGS accelerate their already impressive momentum.” 

SIPMARGS has carved out a distinct position within the category, offering high-quality, fun, and convenient cocktails to a new generation of consumers and has quickly built a devoted fanbase through its vibrant branding, social-first marketing strategy and culturally relevant partnership with Earle, the company states. 

“Since becoming an investor in the brand, one of the most asked questions from consumers has been when SIPMARGS will be available in their city,” Earle said. “This partnership isn't about expansion for expansion’s sake; it’s about meeting high consumer demand nationwide and we are excited to have the infrastructure needed to expand our markets and distribution.”

Justin Nabozna, CEO of SIPMARGS, added: “We’re thrilled to partner with Sazerac at this pivotal stage of growth. Their scale, operational excellence, and track record of supporting brands at every stage make them an ideal partner as we expand our reach and introduce SIPMARGS nationwide.”

SipMARGS joins Sazerac's own global spirits portfolio including BuzzBallz, Buffalo Trace Bourbon, Traveller Whiskey, Fireball Cinnamon Whisky, Southern Comfort, SVEDKA Vodka, Wheatley Vodka, Myers's Rum, Paddy's Irish Whiskey and many more.