Sazerac Co-backed canned-cocktail brand SipMargs is being rolled out across the US alongside a marketing campaign featuring influencer-investor Alix Earle.
The premix RTD will be available at retailers “nationwide” from 1 July, with an SRP of US$11.99 for a four-pack and US$19.99 for eight packs. Sazerac took over exclusive distribution rights for SipMargs – and purchased an unspecified-sized stake in the business – last month.
The country-wide rollout will be accompanied by a marketing activation, titled ‘Summer of the Serve’, which will run across “Meta platforms” such as Instagram. The campaign includes a 30-second spot (below) featuring Earle and musician KJ Dillard.
To kick off the campaign, Earle will be in New York today (25 June) alongside members of the SipMargs team, “surprising fans by popping up in unexpected locations”. The brand was relaunched in March last year, thanks in part to a funding injection from the influencer & podcast host.
“As our first major campaign for SipMargs, ‘Summer of the Serve’ aims to introduce more consumers to the brand in a way that feels timely and of the moment, while also staying true to the premium quality and fun-loving spirit that built the brand,” says Sazerac’s CMO, Sara Saunders.
Also this week, Sazerac released 16 new RTDs in the US, launching two new-to-market brands and taking its Buckhorn American whiskey into the category.
