Brown-Forman buys spirit-based RTD brand Part Time Rangers
Part Time Rangers was founded by brothers Oliver and William Deane in 2018, with the duo in their early 20s and looking for an alternative to sugary unnatural premixed drinks. The company currently offers a range of six RTD products including Lime Vodka, Passionfruit Apple Vodka, Apple Lime Rum, Strawberry Raspberry Gin, Ginger Lime Whiskey, and Apple Lemon Gin.
Each 6% RTD drink uses natural fruit flavors and donates 10% of profits to animal conservation initiatives.
US alcohol beverage giant Brown-Forman says the acquisition will help it expand in the booming RTD category in Australasia.
Lawson Whiting, President and CEO of Brown-Forman Corporation, said: “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.
“Along with our Jack Daniel’s Tennessee Whiskey and RTDs, we believe we will have greater diversity in the RTD category.”
Eveline Albarracin, Vice President, Managing Director, Australia/New Zealand/Pacific Islands, Brown-Forman Corporation, added: “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.
“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.”
Brown-Forman’s portfolio of alcohol includes Jack Daniel’s, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Coopers’ Craft, Herradura, New Mix, SonomaCutrer, Chambord, BenRiach, GlenDronach, Slane, and Fords Gin.