Constellation Brands acquires SpikedAde for US$75M
The acquisition gives Constellation full ownership of the zero-sugar RTD brand and adds a growing sports drink segment to its beverage portfolio.
USA – Constellation Brands has acquired SpikedAde, a ready-to-drink (RTD) brand operating in the growing alcoholic sports drink segment, for an initial payment of $75 million.
The transaction gives Constellation 100% ownership of SpikedAde, with additional contingent consideration of up to $278 million payable over five years based on the future performance of the business.
The acquisition marks Constellation’s first entry into hard sports drinks, an emerging segment within the wider spirit-based RTD category. SpikedAde ranks second in the “Ade” segment behind Super Lyte, which holds a 65% share of off-premise sales, according to Brewbound.
Founded in New Jersey in 2024 by Jason Cohen, SpikedAde has established a presence across the eastern US. Constellation, whose portfolio includes Modelo and Corona, said it plans to use its brand-building and go-to-market capabilities to expand SpikedAde’s distribution nationwide.
Cohen said he raised $10 million during the first two weeks of 2026 to support the brand’s expansion beyond New Jersey.
SpikedAde is available in four variants: Electric Blue, Electric Green, Electric Orange and Electric Red. The products are part of the “Ade” RTD subsegment, which uses familiar sports-drink flavours.
According to NielsenIQ data, SpikedAde is among the top 25 RTD brands. Its distribution currently extends across the East Coast, with Constellation’s acquisition expected to expand its availability into additional US markets.
“With Constellation’s scale and expertise behind it, we’re excited to see SpikedAde reach even more consumers with its distinctive positioning and continue its remarkable growth trajectory,” Cohen said.
The Ade segment has surpassed one million cases, according to NielsenIQ data, with Super Lyte, SpikedAde and Vodkade among the brands driving the category.
SpikedAde is positioned as a zero-sugar, 100-calorie beverage, while the broader category has incorporated sports marketing and functional ingredients, including protein and electrolytes.
“As consumer preferences evolve and new occasions continue to emerge, we’re excited to build on the strong foundation the SpikedAde team has created,” said Nicholas Fink, president and CEO of Constellation Brands.
The acquisition follows Constellation’s purchase of non-alcoholic RTD brand Hiyo last year. Founded in 2021 and headquartered in Los Angeles, Hiyo markets itself as a social tonic premix brand.
Constellation said the SpikedAde acquisition will add the hard sports drink segment to its portfolio while providing the brand with access to the company’s distribution and commercial capabilities.
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