Sazerac Expands RTD Portfolio with Three New Summer Brands — Sazerac Company, Inc.

Event summary

Sazerac launched three new ready-to-drink (RTD) cocktail brands nationwide on June 23, 2026: Lovebug Hard Cream Soda, Endless Afternoon Whiskey Lemonade, and Buckhorn Whiskey Lemonade.
The U.S. RTD cocktail category grew +23% in the last 52 weeks according to Nielsen data as of May 30, 2026.
Each new brand is available in four flavors, priced at $18.99 for an 8-pack variety format.

The big picture

Sazerac's latest move underscores the strategic importance of the RTD category, which has seen significant growth amid shifting consumer preferences for convenient, flavor-forward drinking options. With over 500 brands in its portfolio, Sazerac is leveraging its scale to capture market share in one of beverage alcohol's fastest-growing segments.

What we're watching

Market Penetration: How Sazerac's new RTD brands will perform against established competitors in the rapidly growing category.
Consumer Preferences: Whether the nostalgic and wellness-focused positioning of Lovebug Hard Cream Soda resonates with target demographics.
Portfolio Strategy: The pace at which Sazerac expands its RTD offerings and integrates them into its broader spirits portfolio.