Sazerac Nabs Equity Stake Investment in Alix Earle’s Canned Tequila Cocktail Brand

(Photo: SipMARGS)

On Wednesday, American spirits giant Sazerac announced that it has acquired an equity interest in SipMARGS, a canned cocktail brand backed by influencer Alix Earle and lifestyle collective Palm Tree Crew.

The agreement will position Sazerac as the exclusive distributor of the ready-to-drink brand. Founded in 2020, SipMARGS is one of several leaders in the spirits-based canned cocktail boom of the past few years, epitomized by competitors like High Noon and Cutwater. The brand sells margarita drinks in Classic, Coconut, Spicy, Mango and Mezcal varieties, all of which are made with real tequila or mezcal.

Though Earle has been the figurehead investor since she joined the brand in early 2025, she’s not the only celebrity behind the scenes. Other strategic backers include Palm Tree Crew, the lifestyle brand founded by DJ Kygo and manager Myles Shear; sports mogul Michael Rubin; Aoki Labs by Steve Aoki; former executive chairman of Founders Brewing John Green; and Anti Fund, boxer and influencer Jake Paul’s venture capital firm.

Sazerac has not disclosed the size of its investment, though the company says it’s eager to “accelerate” the brand’s “already impressive momentum.”

“Since becoming an investor in the brand, one of the most asked questions from consumers has been when SipMARGS will be available in their city,” Earle remarked in a news release. “This partnership isn’t about expansion for expansion’s sake; it’s about meeting high consumer demand nationwide and we are excited to have the infrastructure needed to expand our markets and distribution.”

It’s the latest in a string of rapid-fire acquisitions and investments that have cemented Sazerac as one of the biggest spenders in today’s alcohol industry.

At the end of April, the Louisiana-based spirits conglomerate announced a strategic partnership and financial investment in 818 Tequila, the agave spirits brand founded by Kendall Jenner. Other moves included its recent acquisition of Dirty Shirley, a canned vodka-spiked Shirley Temple brand, and BuzzBallz, for which Sazerac reportedly shelled out over $500 million.

Some maneuvers, however, have eluded the company. On Tuesday, The Wall Street Journal reported that Jack Daniel’s owner Brown-Forman had rejected a $15 billion takeover proposal from Sazerac. The acquisition had been in talks for months, and was widely speculated to sway in favor of either Sazerac or rival spirits firm Pernod Ricard.