Sazerac has renamed its brand incubation and development platform 375 Park Avenue Spirits as Sazerac NEXT, with a focus on the growth of emerging and developing spirits brands.
Established under the 375 Park Avenue Spirits name in 2015 following Sazerac’s acquisition of Van Gogh Imports, the business has operated as a dedicated platform for brand development within the group. Its predecessor traces its origins to 1981, when it was founded as Luctor International, before later operating as Van Gogh Imports.
Sazerac describes Sazerac NEXT as a focused incubation and growth platform designed to help brands build a stronger foundation for long-term development. According to the company, it brings together emerging and developing brands from both Sazerac’s own portfolio and its partner and agency business. Its work centers on brand building, commercialization and market activation in the United States, drawing on Sazerac’s wider commercial resources.
The portfolio comprises approximately 60 brands across categories including whiskey, brandy, agave spirits and liqueurs. It includes Sazerac-owned brands such as The Last Drop, Garavogue Irish Whiskey and Sazerac de Forge & Fils, alongside partner brands including Wahaka Mezcal, Siete Leguas Tequila, Glenfarclas and Marie Brizard liqueurs. The wider portfolio also encompasses brands such as Warner’s Gin, Saint James Rhum, Cutty Sark and Glen Moray. Recent additions cited by the company include Lovebug, Dalho Soju, Apervita and St Grove.
The rebranding also brings a change to the platform’s online presence. The former 375park.com website is moving to a new site at sazeracnext.com.
The company says the underlying focus on distinctive brands remains unchanged, with the new identity intended to give emerging and developing brands more concentrated attention as they seek to build momentum and expand their market presence.
