The Ready-to-Drink – RTD category has been one of the hottest categories there is in the distilled spirits world over the last few years. Now, with the pandemic, lock-downs and states modifying laws to allow carry out and to go cocktails the category continues to grow exponentially. In fact, the category is so hot that there are many headlines that talk about the shortage of aluminum cans.
Brown-Forman based in Louisville, Kentucky has announced it went shopping down under and has acquired New Zealand based RTD maker Part Time Rangers Holdings Limited. Part Time Rangers produces spirit-based ready-to-drinks (RTDs) with all-natural fruit flavoring.
“The acquisition of Part Time Rangers is a targeted investment for us and will help us grow in a key category in New Zealand and, in the future, Australia,” said Lawson Whiting, President and CEO, Brown-Forman Corporation. “Along with our Jack Daniel’s Tennessee Whiskey and RTDs, we believe we will have greater diversity in the RTD category.”
“What is appealing and unique about Part Time Rangers is that it offers a range of low calorie, spirit-based RTDs for consumers to enjoy, while making a difference in our world through its charitable donations supporting wildlife conservation and ecosystem preservation,” said Eveline Albarracin, Vice President, Managing Director, Australia/New Zealand/Pacific Islands, Brown-Forman Corporation.
“Part Time Rangers’ growing consumer base in New Zealand will provide our business with an exciting opportunity to broaden and strengthen our existing RTD portfolio footprint in New Zealand, Australia, and potentially beyond.”
Who is Ready to Drink Cocktail Maker Part Time Rangers?
Part Time Rangers was founded by brothers Oliver and William Deane in July of 2018 with Oliver at the age of 22 and William at 20. They initially launched with a simple mix of gin, lemon juice and sparkling water in 4 stores across NZ. They have since expanded to offer a range of six RTDs including Lime Vodka, Passionfruit Apple Vodka, Apple Lime Rum, Strawberry Raspberry Gin, Ginger Lime Whiskey, and Apple Lemon Gin. Part Time Rangers supports local and global wildlife and ecosystem preservation initiatives by donating 10% of profits from every drink to the corresponding animal on the can. Today, you can find a range of Part Time Rangers drinks in almost every liquor store in NZ. Brown-Forman says the company’s conservation focus complements their overall commitment to advancing environmental sustainability.
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How Much Did Brown-Forman Pay for Part Time Rangers?
The purchase price by Brown-Forman for Part Time Rangers Holdings Limited was not disclosed. The transaction is subject to customary closing conditions.
This acquisition expands Brown-Forman’s lineup of Jack Daniel’s Tennessee RTDs.