Constellation Brands buys boozy sports drink SpikedAde

USA | Seems like spiked “Ade” RTDs are becoming the next big thing. Only introduced last year, the segment of spirit-based, sports drink-inspired RTDs is already attracting big money and new entrants. Ahead of White Claw maker Mark Anthony’s launch of RefreshAde, scheduled for next spring, Constellation quickly clinched a deal with SpikedAde, a spirit-based RTD with 4.5 ABV. The acquisition was announced on 6 October.

The deal values SpikedAde at up to USD 353 million and includes a USD 75 million payment at closing for 100 percent ownership, plus up to USD 278 million in additional payments over five years based on the business's future performance.

The entrepreneur Jason Cohen, known for founding and scaling beverage and snack brands such as SkinnyPop and Core Hydration, founded SpikedAde in New Jersey in 2025. It packages non-carbonated, vodka-based drinks with 100 calories and Gatorade-like flavours, such as Electric Orange and Electric Blue, into 12-ounce cans. Mr Cohen claimed he raised USD 10 million in the first two weeks of this year alone to expand the brand outside of New Jersey.

Although SpikeAde’s presence now extends along the East Coast, Constellation will want to quickly take the brand to markets nationwide.