Brown-Forman has acquired New Zealand RTD brand Part Time Rangers, which produces spirit-based RTDs with all-natural fruit flavouring.
“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.”
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.”
Part Time Rangers was founded by brothers Oliver and William Deane in 2018. 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.
In June, Brown-Forman revealed how it was “decoding the new consumer mind” and identifying pandemic trends that would influence its business in the future.
CFO Jane Morreau said: “We know that the consumers are seeking convenience, such as RTDs and flavoured whiskeys and increased home consumption occasions, including virtual cocktail parties,”
Whiting told analyts during an investor call last month that the seltzer category was “an interesting phenomenon to watch” and see how many people are going after the drinks.
He said RTDs are “having a moment right now, it’s a business we’ve believed in and invested in for a long time”. He noted that this part of the business has become “meaningful” for the company.