Constellation Brands has paid US$75m for a “close to 100%” stake in vodka-based ready-to-drink (RTD) brand SpikedAde.
The acquisition, announced today (6 October), includes an additional performance-based “contingent consideration” of “up to” $278m, payable over five years. The start-up’s employees will become part of Constellation’s Beer Division, with Constellation taking over marketing and distribution responsibilities as well as “production oversight”.
Founded in 2024 in New Jersey by Jason Cohen, SpikedAde already has an “established presence across the eastern US”, according to Constellation. The Modelo & Corona brand owner said it planned to leverage its “strong brand building and go-to-market capabilities” to expand the mark‘s distribution footprint across the country.
SpikedAde comes in four variants: Electric Blue, Electric Green, Electric Orange and Electric Red. The premix is part of the ‘Ade’ subsegment of RTDs, which are defined by their employment of “familiar sports-drink flavours”.
“SpikedAde has successfully carved out a distinctive position in an emerging segment and built a brand that is clearly connecting with consumers,” said Constellation’s CEO, Nicholas Fink.
“As consumer preferences evolve and new occasions continue to emerge, we’re excited to build on the strong foundation the SpikedAde team has created and leverage our proven capabilities to accelerate growth, expand the brand’s reach, and unlock new opportunities for the platform over time.”
