Fireball owner Sazerac is expanding its presence in canned cocktails with a slate of new RTD brands to help the spirits giant stay ahead of changing consumer preferences.
The new lineup, which features three brands designed for different consumption occasions, taps into demand for convenient spirit-forward drinks that offer big flavors. Two of the brands are built around whiskey lemonades, while the third is a vodka-based, hard cream soda line that Sazerac calls "a true category-first innovation."
“Consumers are looking for more than just another canned drink. They want real spirits, bold flavor, and brands that make every occasion more fun,” Lauren Selman, Sazerac's global growth and innovation director, said in a statement.
Sazerac's new whiskey lemonade brands bring its Buckhorn Bourbon Whiskey into RTDs for the first time. Buckhorn Whiskey Lemonade has 7% alcohol-by-volume and is meant for outdoor occasions such as fishing or camping. It comes in a classic lemonade flavor in addition to peach, blackberry and honey.
The other whiskey lemonade, called Endless Afternoon, has a higher alcohol-by-volume at 9% and is meant to be an easy-drinking experience designed for any occasion. In addition to the classic lemonade option, Endless Afternoon also offers peach, blackberry and ginger.
The Svedka owner is also releasing a new brand called Lovebug Hard Cream Soda, which it calls the first vodka-based cream soda on the market.
The drink has 100 calories, no sugar and is meant to provide a nostalgic and indulgent experience for brunches and poolside celebrations without compromising on taste. It comes in four flavors: Vanilla 'n Cream, Cherries 'n Cream, Cola 'n Cream and Peaches 'n Cream.
Beer and spirits giants have honed in on RTD cocktails, which have become a bright spot in a declining alcohol market. The U.S. spirit-based RTD cocktail market grew 23% in the last year, according to Nielsen data cited by Sazerac.
Sazerac is launching new brands after investing heavily in other spirits and RTDs that have celebrity backing, giving the alcohol maker a deeper connection with younger drinkers. Earlier this year, the BuzzBallz owner took a stake in Kendall Jenner's 818 Tequila and influencer Alix Earle's RTD brand Sipmargs in deals less than a month apart.
Millennials and Gen Z are having a bigger say over the future of alcohol, with the two cohorts making up a combined 29% of sales in 2025, according to Circana data. Both generations prefer bolder flavors and ready-to-drink cocktails compared to Gen X and Boomers, who still go for traditional beer and spirits such as gin, rum and scotch.
As alcohol giants navigate the ongoing shift in preferences, they're quickly expanding portfolios into RTDs and nonalcoholic options to meet the demands of younger consumers. Jack Daniel's owner Brown-Forman, for example, also expanded its presence in RTDs. On Tuesday, it launched a spritz version of its el Jimador Tequila as its latest addition to the "incredibly fast-growing category."
