Diageo Adds Stirrings to Product Lineup

Diageo, one of the world's leading spirits, beer and wine companies, will increase its investment of Stirrings, LLC, makers of Stirrings, a premium cocktail mixer portfolio to 100 percent. In 2007, Diageo made a 20 percent minority investment in Stirrings.

"This is a great opportunity to further grow the Stirrings brand and create more synergies with Diageo's array of leading spirits brands," says Larry Schwartz, president of Diageo USA. "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, Mass. 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. Its portfolio consists of more than 50 products such as premium mixers (Mojito, Cosmopolitan, Margarita, Pomegranate Martini), Rimmer brand cocktail garnishes (Margarita Salt, Pomegranate, Cosmopolitan), and classic bar ingredients (Dirty Martini, Grenadine, Blood Orange, Bitters).