Foley Family Wines & Spirits (FFWS) has agreed a “strategic partnership” with the owners of functional-shot brand DrinkAde and formed a new business unit to house its ready-to-drink portfolio.
Under the arrangement, FFWS will handle sales, marketing and distribution for family-owned DrinkAde through the former’s partnership with Southern Glazer’s Beverage Co. The pair will look to grow the brand in the US off-premise, on-premise and direct-to-consumer channels.
Formerly called Never Too Hungover and rebranded in 2018, DrinkAde is a non-alcoholic ‘hangover prevention shot’ designed to be drunk before or after alcohol. The range comprises three flavours, Blue Razz Ice, Cherry Ice and Lemon Lime, and comes in single-serve 10cl packs with an SRP of US$4.99 per bottle.
The new business unit, Foley Total Beverage, will encompass DrinkAde as well as the Sabé and Tequio Tequila marks, both of which FFWS began importing into the US last year. The California-headquartered group described Foley Total Beverage as “the next step in the company’s continued diversification into expanding beverage categories”.
“Our immediate focus of this new Total Beverage unit will be on accelerating our growth in RTDs including the integration of DrinkAde, and the exploration of other adjacent beverage segments,” said FFWS president Shawn Schiffer.
“DrinkAde is distributed in many states by our distributor partner Southern Glazer’s and merchandised adjacent to where alcohol is sold, allowing us to leverage our strong route to market and synergies with our retail partners.”
FFWS and Southern Glazer’s signed a national distribution agreement in 2021 following the latter’s acquisition of the former’s distribution arm, Epic Wine & Spirits. Southern Glazer’s now serves as the group’s exclusive US distributor.
