Constellation Brands Acquired SpikedAde

The beverage giant has purchased the hard sports drink brand for $75 million to expand its portfolio.

Updated on Oct. 6, 2026 in Beer

Bold vector editorial illustration of a tall beverage can on a concrete floor, representing a beverage business acquisition. — Constellation Brands has acquired vodka-based sports drink startup SpikedAde for $75 million, aiming to scale the brand nationwide. AI Illustration. Upload story photo >

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Constellation Brands has acquired 100 percent of SpikedAde, a vodka-based sports drink startup founded in 2025. The deal carries an initial price of $75 million with potential performance-based earnouts.

Why it matters

The acquisition marks Constellation Brands' strategic entry into the growing hard sports drink category. The company aims to scale the brand from its East Coast origins to a nationwide market presence.

SpikedAde currently ranks among the top 25 ready-to-drink brands in the U.S. and is packaged in 12-ounce cans. The broader boozy sports drink segment recently surpassed one million total cases sold.

The players

Constellation Brands

This is a Fortune 500 company that produces and markets a wide range of beer, wine, and spirits brands.

SpikedAde

This is an emerging beverage startup that produces vodka-based drinks marketed within the sports drink segment.

Jason Cohen

He is the entrepreneur who founded the SpikedAde brand in New Jersey in 2025.

The details

Founded by Jason Cohen in New Jersey, SpikedAde previously raised $10 million in early 2026 to support its operations. Constellation Brands plans to leverage its distribution network to transition the product from its current East Coast footprint to a national scale.

Jason Cohen founded SpikedAde in 2025.
SpikedAde raised $10 million in capital in January 2026.
Constellation Brands announced the acquisition on October 6, 2026.
Performance-based payments may occur between 2026 and 2031.

Culture Shift

This move signals a pivot toward functional-style alcohol products that compete with established RTD cocktail brands. It follows the rapid growth of the boozy sports drink segment, which recently hit the one million case mark.

Consumers can expect to see SpikedAde expand into new retail markets across the country as the brand scales. The acquisition may eventually lead to increased shelf availability in stores that currently do not carry the product.

The takeaway

The move shows that large beverage conglomerates are betting heavily on niche, vodka-based alternatives to traditional beers and hard seltzers. Shoppers may soon encounter these canned drinks in a wider variety of regional markets as distribution networks grow.