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News Briefs for April 15, 2021

April 15, 2021

•Diageo has acquired the Loyal 9 cocktail brand from Rhode Island-based Sons of Liberty Spirits for an undisclosed sum. The 9% abv vodka-based RTD brand includes Lemonade, Mixed Berry Lemonade, and Watermelon Lemonade. Diageo North America president Debra Crew said the purchase is in line with the company’s “clear strategy to build and diversify our RTD offerings across price points and consumer segments,” also exemplified by its recent deal for Texas-based Lone River Ranch Water and RTD extensions for the Crown Royal, Tanqueray, and Ketel One brands.

•Denver, Colorado-based Stranahan’s has updated its flagship original release with new packaging and older liquid. The 47% abv single malt whiskey is now a blend of 4-, 5-, 6-, and 7-year-old spirits aged in charred American oak barrels. The whiskey’s updated packaging features a new label on the lower half of the bottle as well as a reimagining of Stranahan’s offset yellow label on the top half. Stranahan’s is part of the Proximo portfolio.

•Hard seltzer leader White Claw is launching Surge, a line-extension duo. Surge comes in cranberry and blood orange flavors, both sold in 16-ounce cans and at 8% abv, priced at $3 individually. Additionally, White Claw’s standard line of 5% abv, 12-ounce can-packaged offerings will be bolstered by three new flavors: strawberry, pineapple, and blackberry, available in variety packs along with its bestseller, mango. Both Surge and the new flavors are available now. White Claw is part of Mark Anthony Brands.

•Southern Glazer’s Wine & Spirits has appointed Soren Sorensen as senior vice president and general manager for Minnesota, North Dakota, and South Dakota. His expanded role adds North and South Dakota to his responsibilities and he will continue to report to Scott Westerman, executive vice president and general manager, north central sub-region. Sorensen has nearly 20 years experience in the beverage alcohol world and has worked at Southern Glazer’s since 2010.

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