Modelo maker buys SpikedAde for $75M

· Agriculture & Food · United States

Constellation Brands, the maker of Modelo beer, has acquired the alcoholic sports drink brand SpikedAde for $75 million. The deal expands the company's portfolio beyond beer into the ready-to-drink alcohol segment, which has seen strong consumer demand. SpikedAde combines vodka with sports-drink positioning, blending two categories that have both grown in popularity. The purchase reflects a broader industry push by large beverage companies to diversify as beer consumption faces pressure. For Constellation, the acquisition adds a brand in a fast-growing niche where established players and new entrants are competing for shelf space. The company did not disclose revenue figures or distribution plans for SpikedAde. The move follows a trend of beer makers buying into spirits-based RTDs to capture younger consumers who increasingly favor flavored, convenient alcoholic options over traditional beer.

Why it matters：The deal shows how beer companies are buying into spirits-based RTDs to offset flat beer volumes, intensifying consolidation in the fast-growing ready-to-drink alcohol category.

Key points

  • Constellation Brands paid $75 million for SpikedAde.
  • SpikedAde combines vodka with sports-drink branding.
  • The acquisition targets growth in the ready-to-drink alcohol segment.

Sources (original reporting)

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