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Heaven Hill Acquires Impact “Hot Brand” Deep Eddy As Its Torrid Growth Continues

August 20, 2015

Heaven Hill Brands has agreed to acquire Deep Eddy vodka, one of the U.S. spirits market’s hottest brands, for an undisclosed sum.

Founded just five years ago by entrepreneurs Clayton Christopher and Chad Auler, Austin, Texas-based Deep Eddy ($19.99 a 750-ml.) fast became one of the market’s best-performing vodka brands. After selling 330,000 cases in 2014, Christopher recently told SND that the brand was on pace to reach as much as 700,000 cases by year-end.

Along with its core offering, the Deep Eddy range includes Lemon, Sweet Tea, Cranberry and Ruby Red extensions. Launched in January of this year, the Lemon offering has driven growth in recent months, and was expected to sell well over 100,000 cases by year-end.

Heaven Hill’s vodka portfolio is currently led by Burnett’s, whose flavors have helped make the brand one of the U.S. market’s top-selling vodkas. However, Burnett’s retails for around half of Deep Eddy’s price, so the two aren’t direct competitors.

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