Sazerac to invest in cocktail brand SIPMARGS backed by TikTok star Alix Earle

• SIPMARGS raised $3 million in 2025 from investors including Earle and Kygo's venture capital firm Palm Tree Crew; the size of Sazerac's investment was not disclosed
• Sazerac generates over $6 billion in annual sales with 500+ brands and has acquired around 60 brands in the last decade
• The partnership aims to give SIPMARGS national distribution infrastructure to compete with major beverage brands while Sazerac pursues Gen Z consumers in the growing RTD category

Summary

Spirits company Sazerac has agreed to invest in SIPMARGS, a canned sparkling margarita brand backed by TikTok influencer Alix Earle, as part of its continued push into the ready-to-drink (RTD) category and pursuit of Gen Z consumers. The investment includes an exclusive distribution partnership, though the financial terms were not disclosed.

Key Developments:

• SIPMARGS, founded in 2020, previously raised $3 million in 2025 from investors including Earle and venture capital firm Palm Tree Crew (co-founded by musician Kygo)
• Earle has approximately 8.5 million TikTok followers and has invested in other beverage brands like Poppi and GORGIE
• The partnership aims to expand SIPMARGS' national reach and distribution capabilities

Sazerac's Broader Strategy:

The investment continues Sazerac's aggressive RTD expansion following recent deals for BuzzBallz and Dirty Shirley, plus an investment in Kendall Jenner's 818 Tequila brand last month. The Buffalo Trace Bourbon maker has acquired around 60 brands over the past decade and generates over $6 billion in annual net sales across its 500+ brand portfolio, including Svedka Vodka and Fireball Cinnamon Whiskey.

Other M&A Activity:

Privately held Sazerac recently offered approximately $15 billion to acquire Brown-Forman (maker of Jack Daniel's), but the bid was rejected on Tuesday. Brown-Forman had previously been in merger discussions with France's Pernod-Ricard, which have since ended.

The deal reflects the growing trend of legacy spirits companies partnering with influencer-backed brands to access younger consumers and capitalize on the booming RTD cocktail market.