E. & J. Gallo Winery announced today it has acquired spirits-based and wine-based cocktail shot brand LIQS for an undisclosed fee.
What is LIQS?
Launched in 2013, LIQS offers a simple proposition: pre-mixed, ready-to-drink single-serve alcohol shots designed for convenience and entertaining. The New York-brand markets its Cocktail Shots in five spirits-based varieties — Vodka Kamikaze, Vodka Lemon Drop, Vodka Lychee Grapefruit, Tequila Cinnamon Orange and Whiskey Fireshot — as well as three wine-based flavors, which include Margarita, Lemon Drop and Kamikaze. This summer sees LIQS making its debut in single-flavor 4-packs for a suggested retail price of $9.99.
In September, the brand is set to introduce a new RTD cocktail line in 1.5L bottles in three varieties: Margarita, Strawberry Margarita and Mojito.
In a press release, LIQS co-founder Michael Glickman said consumer trends and the brand’s unique point of difference confirmed that the brand “will thrive under Gallo’s ownership.”
“LIQS has seen tremendous success by reinventing the way consumers enjoy and access shots,” added Harley Bauer, LIQS other co-founder. “We are thrilled to transition the LIQS brand to Gallo. Given their expertise and reach in both the wine and spirits categories, Gallo further expands this innovative product to consumers all around the country,” said Harley Bauer, Co-Founder of LIQS.
What does this mean for E. & J. Gallo?
In picking up LIQS, Modesto, California-based E. & J. Gallo makes its second acquisition in just over a month: in April, it purchased cream liqueur brand RumChata. The brand joins existing RTD products including High Noon Hard Seltzer, New Amsterdam Pink Whitney and Rum Haven, and represents E. & J. Gallo growing its interest in the RTD cocktail market, which is projected to continue its prodigious growth trajectory even as consumer behaviors shift post-pandemic. The global RTD cocktail market is expected to reach $1.63 billion by 2027, according to a report by Grand View Research.
“LIQS has seen tremendous success by reinventing the way consumers enjoy and access shots. We are thrilled to transition the LIQS brand to Gallo. Given their expertise and reach in both the wine and spirits categories, Gallo further expands this innovative product to consumers all around the country,” said Harley Bauer, Co-Founder of LIQS. “Based on consumer trends and LIQS’ unique product differentiation, we know the brand will thrive under Gallo’s ownership,” said Michael Glickman, Co-Founder of LIQS.