Photo via Inc.
SipMargs, a ready-to-drink cocktail brand co-founded with backing from social media personality Alix Earle, has secured a significant partnership with Sazerac, one of the world's largest spirits producers. According to Inc., the deal represents another major validation for celebrity-backed alcohol brands in an increasingly crowded marketplace.
The partnership positions SipMargs for expanded distribution and manufacturing support from Sazerac, a company with deep roots in the spirits industry and a portfolio that includes iconic brands like Buffalo Trace bourbon and Pappy Van Winkle. For Georgia-based entrepreneurs and investors watching the beverage sector, the deal underscores growing investor appetite for innovative, influencer-driven consumer brands.
Sazerac's move mirrors its recent partnership with Kendall Jenner's 818 Tequila brand, demonstrating a clear strategy by the established spirits company to partner with celebrity founders and leverage their audiences. This trend reflects a broader shift in how legacy beverage companies compete in a market increasingly driven by direct-to-consumer brands and social media influence.
The SipMargs deal comes amid a broader wave of celebrity-backed spirits launches in recent years. For Atlanta's startup ecosystem and beverage entrepreneurs, the partnership highlights both the opportunities and the reality that scaling a consumer brand often requires backing from established industry players with manufacturing, distribution, and regulatory expertise.
