NEW YORK, NY (March 11, 2025) - Today, SipMARGS announced the relaunch of its ready-to-drink sparkling margarita brand, backed by a $3 million investment led by Palm Tree Crew, the global live entertainment, lifestyle, and hospitality company co-founded by Kygo and Myles Shear. The strategic funding, amplified by social media powerhouse Alix Earle joining as an investor and brand partner, marks a new era for SipMARGS and its mission to bring high-quality, fun, and convenient cocktails to a new generation of consumers. Alix’s love for sharing fun, relatable content with her audience makes her the perfect match for SipMARGS.
The brand is led by CEO Justin Nabozna, the transformation will feature a new leadership team, enhanced formulation, upgraded packaging, and a stronger market positioning. Palm Tree Crew and Alix Earle, the largest individual investor, join the existing investor group Speight Family Ventures. They’re accompanied by a roster of strategic backers including: Michael Rubin (CEO of Fanatics), Aoki Labs by Steve Aoki, John Green (former Executive Chairman of Founders Brewing), Anti Fund - Jake Paul's VC firm, PressOn Ventures, Brad Garlinghouse, Braxton Berrios, Blondish and Gryffin, all aligning to propel SipMARGS into its next phase of growth.
“Being involved in the alcohol space is something that has always interested me, but it was all about finding the right fit,” said Alix Earle. “I knew from the second I took a sip - pun intended - that I wanted to get involved. There may have been larger, more established companies looking to collaborate, but pushing myself to take risks and invest in a startup that I believe in felt like a great next step to accelerate me in my entrepreneurial efforts. When I commit to something I give it my 110% effort and trust, so I’m very excited to get everyone trying SipMARGS.”
Tequila is the second fastest-growing spirits category, it rose 7.9% in 2023. To capture the spirit’s rise in popularity, the brand offers a variety of five flavors: Classic, Mango, Coconut, Mezcal, and Spicy. The line is crafted with premium tequila blanco from Jalisco, Mexico, real fruit juice, real cane sugar, natural flavors, and sparkling water. The new formula improved the flavor profile through the use of fruit juice and premium tequila, while the updated branding and packaging has a more premium feel. Each 12 oz can has 5% ABV, contains 130 calories and 6 grams of sugar. They are available in 4-packs (all flavors) for $10.99 and variety 8-packs (Classic, Mango, Coconut, and Spicy) for $18.99.
“We’re excited to embark on this new chapter of SipMARGS at a time when tequila is becoming more popular in the ready-to-drink market and consumers are looking for more variety in their canned cocktails,” said Justin Nabozna, CEO of SipMARGS. “Alix has already been such a creative and hands-on brand partner and investor, we are so excited to be working with her on building the brand and business. Additionally, Palm Tree Crew brings expertise in building consumer and lifestyle brands and has provided immediate impact beyond being our lead investor in this round. We believe that SipMARGS is not just a great cocktail, but can be a brand with personality, energy and a real community behind it.”
Starting March 17th, the sparkling margaritas can be purchased online at sipmargs.com,on Gopuff in New York and Florida and at select retailers in FL,NY, CT, MA,VA, and MI. This retail rollout is supported by a new, national distribution partnership with Southern Glazer Wine and Spirits, the industry leader in beverage distribution. The product will also be available at Palm Tree Crew’s Florida-based hospitality venues -- Palm Tree Club Miami and Palm Tree Club Orlando.
“We’re thrilled to back SipMARGS as their lead investor for this exciting period of growth,” said Myles Shear, co-founder of Palm Tree Crew. “We are honored to partner with Alix and the rest of the SipMARGS team. We have very exciting things coming.”
For more information, visit sipmargs.com or follow @sipmargs.
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Monique Jones
About SipMARGS
SipMARGS is a ready-to-drink sparkling margarita brand that blends convenience, quality, and fun. It’s made from a blend of premium tequila blanco, natural ingredients, real fruit juice, real cane sugar, and sparkling water. Whether you’re celebrating big wins or small moments, SipMARGS is the perfect companion for any occasion—beach days, BBQs, golf outings, or a casual night in with friends. SipMARGS comes in 5 flavors (Classic, Mango, Coconut, Mezcal, and Spicy) which are gluten free vegan, and dairy free.
About Palm Tree Crew
Palm Tree Crew, founded by Kygo (Kyrre Gørvell-Dahll) and Myles Shear, is a diversified holding company spanning a consumer brand, global live events and hospitality, and a multi-product investment platform. Known for its world-class Palm Tree Music Festivals in destinations like St. Barth's, The Hamptons, Aspen, Lake Tahoe and Australia, as well as lifestyle and fashion collaborations, including the recent PUMA x Palm Tree Crew: Streetwear Edition, Palm Tree Crew continues to innovate across industries. Its expanding hospitality portfolio currently includes Palm Tree Club Miami, a newly renovated 115-room hotel and restaurant on Biscayne Bay offering coastal vibes, live music, stunning sunsets, and a 20-slip marina with dine-and-dock services, Palm Tree Club Orlando, a premier two-level restaurant and rooftop lounge located in the heart of Orlando’s vibrant Live! at The Pointe entertainment district, and Palm Tree Beach Club, an immersive day club experience at the MGM in Las Vegas. These ventures reflect Palm Tree Crew’s mission to blend live music, lifestyle, and hospitality into unforgettable experiences. For more, visit ptc-holdings.com.
About Alix Earle
Alix Earle is one of the leading social media personalities in the U.S. She is also the creator and host of the widely popular Hot Mess podcast. Acclaimed for her incomparable online engagement which has been described by media and brands as the “Alix Earle [sold out] Effect,” Alix has a unique ability to connect with mass audiences across multiple demographics. Her rapid rise in popularity can only be explained through the way she takes her devoted followers along for a ride of unexpected reality and candid humor, paired with her authentic beauty, fashion, and lifestyle tips.
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