Sazerac acquires RTD brand Dirty Shirley
Why does this matter?
Major spirits company Sazerac acquires 2022-founded RTD startup Dirty Shirley, validating RTDs as fastest-growing beverage category and attractive exit path for founders in a consolidating market.
Highlights
BuzzBallz owner Sazerac has taken on another ready-to-drink (RTD) brand with the acquisition of the Dirty Shirley canned cocktail line. The New Orleans-headquartered spirits company announced the deal yesterday (19 March) for an undisclosed sum. CEO of Sazerac, Jack Wenz, said: "We are excited to make the Dirty Shirley brand a part of the Sazerac family. "The brand has carved a unique space in the RTD category with its 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." Dirty Shirley was founded in 2022 in Austin by Adam Kost, who is also behind the Country Luau Spirits RTD brand. The Dirty Shirley brand's portfolio features three canned cocktails: Extra Dirty (12% ABV), Classic Cherry (5.9% ABV), and Cherry Vanilla (5.9% ABV). The cocktails are mixed with vodka and real cherry juice. They each represent an alcoholic twist on the Shirley Temple cocktail, which is traditionally a non-alcoholic cocktail made with grenadine and lemon-lime soda, originally created in 1932 for the actress of the same name. Kost called Sazerac the "perfect home" for Dirty Shirley. He added: "They have the scale, expertise, and vision to take the brand to the next level, and I have full confidence they will continue to build Dirty Shirley into an iconic name in the spirits industry." Sazerac highlighted Shirley Temple's 'major comeback' in the acquisition, noting that it is being fueled by cravings for favourite childhood nostalgia drinks in grown-up form. While spirits sales fell in the US last year, RTD cocktails have been described as a 'bright spot' for the industry. Pre-mixed cocktails, which include spirits RTDs, reached US$3.8bn in 2025, up 16.4% year over year. IWSR forecasts that ready-to-drink (RTD) will be the only category to grow in 2026. Sazerac completed its purchase of BuzzBallz in May 2024. The brand is the fastest-growing RTD in the UK, largely due to its appeal with Gen Z. Last year, Sazerac also added vodka brands Svedka and Western Son to its portfolio, which includes Buffalo Trace Bourbon and Fireball Cinnamon Whisky. Earlier this month, the company was linked to the purchase of Garrard County Distilling's multi-million-dollar debt.
The Spirits Business
