Sazerac has launched US shot brand 99 in the UK, rolling out a range of 20 flavours.
The US distiller said the “cult” brand would be backed by marketing efforts that include an 18+ ice-cream van hitting university campuses in Birmingham, dishing out soft serves infused with the shots.
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The 50ml shots are available at “various off licenses, UK-wide” at £0.99. On Amazon, three 700ml options are available at £10.99.
Sazerac said the “hero” flavours for its UK push for 99 are Blue Raspberry, Cherry and Apple. The 20 flavours being introduced to the market also include Strawberry, Watermelon and Banana.
In February, Sazerac launched Baby Shots, a range of pre-mixed cocktail-flavoured shots, in the UK.
The 15% abv shots are available in three flavours – Pornstar Martini, Strawberry Daiquiri and Mojito.
Sazerac said the brand “taps into Gen Z pre-drinks rituals and an established baby shot culture, translating familiar behaviour into a ready-to-drink format where friends decide what to share and how to kick-start a night out”.
Earlier this week, the privately owned group announced it had acquired a stake in Sipmargs, the US canned margarita brand backed by social media influencer Alix Earle.
In March, Sazerac bought US RTD cocktail brand Dirty Shirley from local firm Goodwell Brands.
On Tuesday, The Wall Street Journal reported Brown-Forman had turned down a takeover bid worth roughly $35bn from Sazerac.
The WSJ reported last month that Sazerac – home to brands like Southern Comfort and Svedka vodka – made an official approach to Brown-Forman.
The purported move occurred two weeks after Brown-Forman and Pernod Ricard announced discussions regarding a “partnership akin to a merger of equals”.
However, late last month, the two distillers terminated their talks without reaching an agreement.
Sazerac has never commented publicly on any interest in Brown-Forman.
Last month, the company invested in influencer and entrepreneur Kendall Jenner’s 818 Tequila. That deal also made Sazerac the exclusive US sales and distribution partner for the Tequila brand.
