Beam Suntory has bought into the recently released, Jennifer Lopez-fronted Delola premix brand.
Positioned only as “a minority investor” in last week’s launch announcement, the Jim Beam brand owner will also handle Delola’s distribution worldwide. The size of both the investment paid and the stake in the business secured was not disclosed.
Delola Spritz – Lopez’s nickname is ‘Lola’, according to the House of Delola business – comprises three “spritz cocktails” that will roll out to the US on- and off-premise channels this month. Priced at US$22.99 per 75cl and $11.99 per 37.5cl glass bottle, the range comprises:
- Bella Berry Spritz – vodka-based with berry and hibiscus, 10.5% ABV
- L’Orange Spritz – amaro-based with orange and passionfruit, also 10.5% ABV and
- Paloma Rosa Spritz – Tequila-based with elderflower and grapefruit, 11.5% ABV
Lopez co-founded The House of Delola three years ago with Ken Austin and Jenna Fagnan, both of whom partnered with Dwayne ‘The Rock’ Johnson to create Teremana Tequila and with mixed martial arts fighter Conor McGregor for the Proper No Twelve Irish whiskey brand.
Two years ago, Cuervo’s Proximo Spirits division, which already held a minority interest in Proper No. Twelve, acquired majority control for a then-reported US$600m. The transaction cemented Cuervo, which also owns Bushmills, as the third largest operator in Irish whiskey, selling 1.37m nine-litre cases in the 12 months of 2021.
“When Jennifer, [Lopez’s business partner] Benny [Medina], Ken and Jenna came to us with the Delola concept, we immediately knew we wanted to be involved,” said Beam Suntory’s North America president, Jessica Spence, last week. “Our partnership with Delola is part of our larger global RTD strategy and Delola is the perfect complement to the brands in our portfolio.”
Earlier this year, the group credited its RTD sales with playing a sizable role in 2022’s +10.5% sales performance compared to the year prior.
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