Sazerac and Coca Cola’s bev-alc subsidiary are embarking on a new partnership.
Fresca Mixed, a ready-to-drink (RTD) line launched by The Coca-Cola Company and Constellation Brands, as well as Minute Maid Spiked, are moving to Sazerac.
Coca-Cola’s “firewalled, wholly owned” bev-alc subsidiary Red Tree Beverages announced Tuesday the transition to Sazerac, which will take over Fresca Mixed as well as a future malt version. The move was reported via a distributor update from Constellation Brands, which Beer Business Daily obtained.
Red Tree said the new partnership blends the subsidiary’s “proven expertise in brand building and marketing with Sazerac’s production excellence, established sales network, distribution management, and enduring brand stewardship.”
Sazerac has made waves in the RTD business after acquiring Southern Champion’s RTD portfolio, including orb-shaped RTD line BuzzBallz, in March 2024. The brand is one of the leading RTDs, particularly in the wine-based segment. Sazerac was among the first major spirit companies to shift its RTD distribution to beer distributors, now giving Red Tree’s beverages a robust distribution footprint.
In 2022, Constellation Brands entered a brand agreement with Coca-Cola to manufacture, market, distribute and launch Fresca Mixed – a spirit-based RTD based on the citrusy soft drink. At the time, Fresca, a zero-calorie soda with citrus-inspired flavors, was the fastest growing soft drink trademark in Coca-Cola’s U.S. portfolio.
Fresca Mixed’s 5% ABV Vodka Spritz will live on under Sazerac, while a Tequila Paloma is being discontinued.
Sazerac will also acquire the Minute Maid Spiked portfolio. Red Tree Beverages debuted the line of multi-serve wine cocktails under the juice brand in spring 2024. The cocktails were produced by LeVecke Corporation, a California-based wine and spirits co-packer, and was distributed by Republic National Distributing Company (RNDC), along with a network of other wine and spirits wholesalers.
The Minute Maid line grew to include a Spiked Vodka Lemonade and Spiked Vodka Pink Lemonade RTD and boosted its number of wine-based flavors, earlier this year.
Minute Maid Spiked marked the first time Red Tree launched a hard product on its own, without collaborating with its other bev-alc partners Molson Coors (Topo Chico Hard Seltzer, Simply Spiked, Peace Hard Tea), Brown-Forman (Jack & Coke) and Constellation Brands. The brand was also Red Tree’s first foray into using wine as an alcohol base.