The privately-held owner of the Buffalo Trace and Southern Comfort brands confirmed its intention to buy Southern Champion late yesterday. The company, founded by Merrilee Kick in 2009, will be absorbed into Sazerac once the transaction completes in the coming weeks.
Kick will remain with the business in her current capacity as CEO.
“The partnership with Sazerac will allow BuzzBallz to reach more consumers domestically and internationally,” the pending new owner said. “BuzzBallz complements Sazerac’s robust spirits portfolio with a fun, unique, pre-mixed ready-to-drink portfolio.”
Speaking exclusively to Global Drinks Intel late last year, Kick explained how the idea for BuzzBallz came to her when she spotted the plastic containers for tennis balls in a Texas sports shop. Today, the brand comprises around 35 variants and boasts annual volume sales of around 7m nine-litre cases in 28 markets.
“I did all the production, the orders, the marketing, the kick-off meetings, you name it,” Kick said. “I didn’t know anything about the industry – I had no mentors. I could hire a consultant here or there, but for the most part I just had to dig in and figure it out.”
Sazerac CEO Jake Wenz, who was promoted to his current role last year, said yesterday: “Merrilee and the team at BuzzBallz have created incredible brands and we are both honoured & excited to partner together to take them to the next level. We can’t wait to help spread the products to more consumers all over the world.”
As well as BuzzBallz, Southern Champion also produces the XIII Kings vodka, Andrew John’s gin and Pelican Harbor rum brands.
Click play, below, for a company-sourced video on Southern Champions.
