Sazerac Swings from Fireball Cinnamon Whisky to Vodka Shirley Temples with Latest Acquisition

(Photo: Dirty Shirley)

Sazerac, the Louisiana-based spirits powerhouse behind Fireball Cinnamon Whisky and Buffalo Trace Bourbon, has added another name to its ever-growing canned cocktail portfolio.

On Thursday, the company announced the acquisition of Dirty Shirley, an up-and-coming brand that positions itself as a “cheeky, vodka-spiked take” on the classic Shirley Temple mocktail. Founded in 2022 by Adam Kost, the brand is at the forefront of the popular, though loosely defined “nostalgic drinks” category, a niche that has exploded in recent years thanks in part to products like SunnyD Vodka Seltzer and Welch’s Craft Cocktails.

Dirty Shirley’s twist on the concept makes use of real cherry juice, vodka and no artificial sweeteners. The brand sells Classic Cherry and Cherry Vanilla varieties at 5.9% ABV, and an Extra Dirty spinoff at 12% ABV. Dirty Shirley is quick to remind consumers that its product contains no corn syrup or RED-40 — two ingredients often found in a standard Shirley Temple, which is typically made with grenadine.

“Sazerac is the perfect home for Dirty Shirley,” Adam Kost, Founder of Dirty Shirley, remarked in a news release. “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.”

Though Sazerac is best known within high-end collector’s circles for brands like Buffalo Trace and Pappy Van Winkle, the company has invested heavily in the ready-to-drink category over the past few years. The firm sells malt-based versions of Fireball Cinnamon Whisky, Svedka, Southern Comfort and Parrot Bay at convenience stores across the country. In 2024, the company bought Gen-Z-favorite BuzzBallz in a deal reportedly worth at least $500 million.

Sazerac has yet to announce the acquisition price of Dirty Shirley, nor has it laid out its plans for the brand going forward.

“We are excited to make the Dirty Shirley brand a part of the Sazerac family,” Jake Wenz, CEO of Sazerac, added. “The brand has carved a unique space in the RTD category with their bold cocktails and distinct personality, and we’re looking forward to continuing to build on the solid foundational work done by the brand to date.”