From Punchline to Bottom Line — Sazarac Buys Up the BuzzBallz Juggernaut — Good Beer Hunting

THE GISTOn March 20, spirits giant Sazerac announced it would acquire BuzzBallz, a Texas-based brand that turned $3.50 spherical cocktails into millions in annual sales. It’s a huge acquisition, even for Sazerac, which owns household-name spirits brands including Fireball Cinnamon Whisky, Southern Comfort, and Buffalo Trace Bourbon, as BuzzBallz is reportedly worth $1 billion. BuzzBallz brought in about $200 million in retail last year across wine- and spirit-based ready-to-drink cocktails, about five times more than Sazarac brands in those segments. BuzzBallz is currently owned by parent company Southern Champion, whose portfolio also includes Pelican Harbor Rum and Uptown Cocktails. Sazerac will acquire all of Southern Champion; financial terms were not disclosed. Most significantly, though, the Sazerac acquisition is a final mark of mainstream validation for BuzzBallz, a brand whose 15% ABV plastic spheres are frequent fixtures in liquor store or gas station checkout lanes in 50 sta...