Sazerac Group Renames 375 Park Avenue Spirits to Sazerac Next

The Louisville-based brand incubator transitions its identity as it continues to grow its diverse alcohol portfolio.

Updated on Oct. 27, 2026 in Cocktails

Crystal decanters on a dark wooden sideboard in a sunlit, sophisticated distillery office environment. — Sazerac Group has rebranded its 375 Park Avenue Spirits division to Sazerac Next, aiming to bolster brand growth and U.S. market activation. AI Illustration. Upload story photo >

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Sazerac Group has officially rebranded its division 375 Park Avenue Spirits to Sazerac Next. The Louisville-based platform focuses on building brands and managing market activation across the United States.

Why it matters

The change aims to streamline the company platform while focusing on building consumer connections and ensuring long-term growth for its expanding list of products. By uniting entrepreneurial efforts with corporate scale, the division manages both agency partnerships and proprietary labels.

Sazerac Next manages a portfolio of approximately 60 brands including Lovebug, Dalho Soju, Apervita, and St Grove. The entity has operated as a brand incubator and builder since its initial establishment in 2015.

The players

Sazerac Group

A prominent spirits company that owns and manages a vast international portfolio of alcohol brands.

Sazerac Next

Formerly known as 375 Park Avenue Spirits, this platform serves as an incubator for managing and growing diverse alcohol brands.

The details

Sazerac Next combines entrepreneurial thinking with the company resources of the Sazerac Group to oversee commercialization efforts. The Louisville-based division leverages these resources to manage market activation throughout the United States.

375 Park Avenue Spirits was established in 2015.
The division was officially renamed Sazerac Next in October 2026.

Culture Shift

This transition follows the broader industry trend of spirits groups creating specialized platforms to incubate and activate niche brands. It reflects a wider corporate shift toward internalizing brand building to better compete in a crowded market.

For consumers and trade partners, the change serves as a shift in how they will engage with the company's marketing and product availability. Residents in Louisville should expect the Sazerac Next branding to appear on new promotional materials and commercial campaigns moving forward.

The takeaway

Rebranding efforts like this often signal a company's desire to unify its identity under a more recognizable corporate banner. Industry watchers should monitor how this new name affects the market activation of the company's sixty diverse brands.