US: Diageo acquires cocktail mixers company

16 June, 2009

US: Diageo now wholly owns Stirrings – a premium cocktail mixers and ingredients company. In 2007, Diageo made a 20 percent minority investment in Stirrings.  The global drinks giant now owns 100% of the company.


Larry Schwartz, president of Diageo USA said: “This is a great opportunity to further grow the Stirrings brand and create more synergies with Diageo’s array of leading spirits brands.

“As people entertain more at home, they are looking for an easy way to serve bar-quality cocktails and Stirrings fits squarely within our at-home strategy.”

As a result of the acquisition, the marketing of the Stirrings brands will be integrated into Diageo and the Stirrings brands will join all Diageo brands in its distributor houses across the country.  Steve Rust, senior vice president of Reserve Brands, will oversee sales for all Stirrings products for Diageo.  Bob Swartz will stay on as CEO of Stirrings, overseeing the commercial business and liquid development, which will remain in Fall River, MA.  He will be joined by Larry Freedman, who will continue to be responsible for innovation, operations and quality for the Stirrings line.

Stirrings was established in 1997 by entrepreneurs Gil Maclean and Bill Creelman, both of whom will remain as consultants to the Stirrings business.

“When we started Stirrings 12 years ago, our focus was on giving people a great cocktail experience.  That’s why we always use the freshest, highest quality ingredients,” said Maclean.

The Stirrings portfolio consists of over 50 products including mixers - mojito, cosmopolitan, margarita and pomegranate martini. The portfolio also includes Rimmer brand cocktail garnishes - margarita salt, pomegranate and classic bar ingredients.