Sazerac Co has added Dirty Shirley to its portfolio, spending an undisclosed sum on the US premix brand.
The privately-owned group confirmed the purchase today (20 March), with Dirty Shirley, influenced by the classic non-alcoholic ‘Shirley Temple’ serve, set to join the BuzzBallz RTD on Sazerac’s books. The new addition’s range consists of Cherry Vanilla and Classic Cherry, both at 5.9% ABV, as well as a higher-strength Dirty Shirley Extra Dirty, at 12% ABV.
No further details, such as the anticipated timeframe for completion of the purchase, were disclosed.
In a short statement, Sazerac claimed the Shirley Temple, traditionally a mix of ginger ale with grenadine and a squeeze of lemon or lime, is making “a major comeback, fuelled by consumers craving their favourite childhood nostalgia drink”.
Sazerac CEO Jake Wenz added: “We are excited to make the Dirty Shirley brand a part of the Sazerac family. The brand has carved a unique space in the RTD category, with their bold cocktails and distinct personality.
“We’re looking forward to continuing to build on the solid foundational work done by the brand to-date.”
Dirty Shirley’s founder, Adam Kost, said: “Sazerac is the perfect home for Dirty Shirley. They have the scale, expertise and vision to take the brand to the next level, and I have full confidence they will continue to build Dirty Shirley into an iconic name in the spirits industry.”
Sazerac acquired the BuzzBallz RTD business from founder Merrilee Kick almost exactly two years ago to the day.
