E. & J. Gallo Expands Its RTD Portfolio with the Acquisition of LIQS

Answering to the escalating consumer demand for premium, ready-to-drink cocktails, E. & J. Gallo Winery announced that its Spirits Division has purchased LIQS, makers of spirits-based and wine-based cocktail shots that bring bartender quality shots to consumers for any party occasion.

E. & J. Gallo Winery LIQS
“Consumers want to enjoy their favorite cocktails now more than ever,” said Britt West, Vice President and General Manager for Gallo Spirits. “With premium ingredients and convenient formats, consumers can more easily enjoy their favorite bartender-quality shots and cocktails wherever, whenever they want with LIQS.”

In 2013, LIQS was introduced by New York City based entrepreneurs Harley Bauer and Michael Glickman, who first released the brand in retail for home entertaining and outdoor activities. LIQS quickly emerged as a favorite in on-premises venues around the country, such as music festivals, arenas, nightclubs, hotels and bars. The brand has been helping drive the demand for ready-to-drink cocktails, particularly among millennial consumers.

Addressing the consumer need of a well-made shot for home consumption, LIQS focuses on quality and convenience while alleviating the hassle of buying multiple ingredients or the need for bartending skills. The brand offers premium, bartender-quality shots and cocktails with LIQS Cocktail Shots, a double shot in a single-serve format in both wine and spirits bases, and LIQS Cocktails, in a 1.5L bottle format. Made with real fruit juice, natural flavors, premium spirits and wine, LIQS products are gluten-free and provide “Less Prep. More Party.” to consumers.

Starting this summer, LIQS Cocktail Shots will be available in convenient 4-packs ($9.99 MSRP) of spirit-based flavors: Vodka Kamikaze, Vodka Lemon Drop, Vodka Lychee Grapefruit, Tequila Cinnamon Orange and Whiskey Fireshot. Wine-based Cocktail Shots flavors include: Margarita, Lemon Drop and Kamikaze.

Starting September 1, LIQS Cocktails will be available in 1.5L bottles in Margarita, Strawberry Margarita and Mojito. LIQS’ larger format gives consumers who host or attend social events the convenience of serving delicious cocktails without extra planning and preparation – a perfect complement to the existing cocktail shots lineup.

“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.

With the acquisition, LIQS joins Gallo’s growing line of spirits brands and innovative formats, ranging from High Noon Hard Seltzer, New Amsterdam Pink Whitney and Rum Haven, among others.