The ready-to-drink cocktail market just scored a touchdown with Louisiana State University. The Original Southside, a premium RTD gin cocktail brand, has secured a game-changing partnership with LSU Athletics, bringing craft-quality cocktails directly to the legendary Tiger Stadium. This strategic move represents more than just another stadium beverage deal—it's a blueprint for how premium RTD brands can successfully penetrate the massive college sports market while building authentic regional connections.
For food and beverage industry executives watching the RTD space, this partnership demonstrates the evolving landscape where quality meets convenience, and where stadium concessions are no longer limited to basic beer and soda offerings. The Original Southside's debut in Death Valley signals a new era of premium game day experiences that savvy food and beverage companies should closely monitor.
Strategic Partnership Elevates Stadium Beverage Standards
LSU Athletics' decision to partner with The Original Southside reflects the growing demand for premium beverage options at sporting venues. Unlike traditional stadium partnerships that often prioritize volume over quality, this collaboration focuses on delivering a craft cocktail experience that matches the passion and energy of Tiger fans.
The premium RTD brand will be available at dedicated bars and prime concession stands throughout Tiger Stadium, ensuring maximum visibility during LSU's home games. With Tiger Stadium hosting over 102,000 fans per game, The Original Southside gains access to one of college football's largest and most devoted fan bases.
"Partnering with LSU Athletics is a milestone for The Original Southside," said Meredith Mills-Merrit, founder of The Original Southside. "Tiger fans have unmatched passion and team spirit, and we're excited to be part of the traditions, celebrations, and unforgettable game-day moments in Death Valley."
This partnership strategy mirrors successful approaches we've seen across the hospitality industry, where restaurants can profit from college football tailgates by aligning their brand with the emotional connection fans have to their teams.
Premium Quality Meets Stadium Convenience
The Original Southside stands out in the crowded RTD market through its commitment to premium ingredients and craft cocktail quality. At 10% ABV, the gin-based cocktail delivers a sophisticated flavor profile that combines premium gin, fresh lemon, and mint—ingredients that create a crisp, balanced taste experience.
The brand prioritizes quality over convenience with certified organic, all-natural ingredients, setting it apart from competitors who often rely on artificial flavors and preservatives. This quality-first approach resonates with today's consumers who increasingly demand transparency and premium ingredients, even in convenient formats.
Key product differentiators include:
- Premium gin base with natural botanicals
- Fresh lemon and mint flavor profile
- 10% ABV for a stronger, more authentic cocktail experience
- Certified organic and all-natural ingredients
- No artificial flavors or preservatives
- Convenient 4-pack format at $16.99
This focus on premium quality aligns with broader food and beverage trends we're seeing across the industry, where consumers willingly pay premium prices for products that deliver on quality and authenticity.
Rapid National Expansion Strategy
Since launching in 2024, The Original Southside has executed an impressive national expansion strategy, now available in more than 25 states including California, Colorado, Arizona, Georgia, Illinois, Oklahoma, New Mexico, Massachusetts, New York, and Maryland. The LSU Athletics partnership strengthens the brand's presence in Southern markets, including Texas, Tennessee, South Carolina, Florida, and now Louisiana.
This geographic expansion strategy demonstrates sophisticated market planning that many food and beverage companies can learn from. By focusing on Southern markets where tailgating culture and craft cocktail appreciation intersect, The Original Southside has identified a sweet spot for premium RTD growth.
The brand's distribution network includes major national retailers like Total Wine & More and Whole Foods Markets, while also maintaining strong local retail presence in key markets. This dual-channel approach ensures both broad market reach and localized availability—critical for building brand loyalty in new territories.
Industry Implications for RTD Market Growth
The Original Southside's LSU partnership reflects broader trends shaping the ready-to-drink cocktail industry. According to industry analysts, the RTD market is experiencing unprecedented growth, driven by consumer demand for premium, convenient beverage options that don't compromise on quality.
Several factors make this partnership particularly significant for food and beverage industry professionals:
Premium Positioning Success: The brand's ability to secure a major college athletics partnership while maintaining premium pricing ($16.99 for 4-packs) demonstrates that consumers will pay for quality in the RTD space.
Regional Market Penetration: LSU's passionate fan base provides The Original Southside with instant credibility and market penetration in Louisiana, showcasing how sports partnerships can accelerate regional expansion.
Stadium Venue Evolution: This partnership represents the evolution of stadium concessions from basic offerings to premium experiences, creating opportunities for other craft beverage brands.
The success of this model could inspire similar partnerships across college and professional sports, potentially reshaping how food and beverage companies approach venue partnerships and regional market entry strategies.
Founder's Vision Drives Brand Growth
Meredith Mills-Merrit's leadership as founder and CEO of Southside Beverage Holdings reflects the entrepreneurial spirit driving innovation in the food and beverage industry. As a consumer brand builder and entrepreneur focused on "better for you" products with sustainable environmental impact, Mills-Merrit has positioned The Original Southside as more than just another RTD brand.
Her background includes founding MMG Consulting, a global consulting business advising across spirits, beauty, and other package goods industries. This expertise shows in The Original Southside's strategic approach to market entry and brand building.
Mills-Merrit's commitment to sustainability and quality aligns with consumer values that increasingly influence purchasing decisions, particularly among younger demographics who make up a significant portion of college football audiences.
Distribution Partnership Strengthens Market Position
The Original Southside's partnership with Worldwide Libations LLC for distribution demonstrates the importance of experienced import and distribution partners in achieving national scale. Based in New Jersey with offices and warehouse facilities near Manhattan, Worldwide Libations brings decades of management team experience and resources to support The Original Southside's growth.
This distribution partnership model offers insights for other emerging food and beverage brands seeking national expansion. Worldwide Libations' focus on "building brands and relationships" rather than simply collecting brands aligns with The Original Southside's quality-first approach.
The distributor's comprehensive services—including sales, marketing, public relations, compliance, logistics, and customer service—provide the infrastructure necessary for sustainable growth in the competitive RTD market.
Market Availability and Consumer Access
The Original Southside has created multiple touchpoints for consumer access, ensuring fans can enjoy the premium cocktail both in and out of Tiger Stadium. The brand is available through:
National Retail: Total Wine & More and Whole Foods Markets provide broad national availability
Local Louisiana Retail: Select retailers throughout Louisiana serve LSU fans
Direct-to-Consumer: Nationwide shipping via www.drinksouthsides.com
Stadium Concessions: Dedicated bars and concession stands throughout Tiger Stadium
Hospitality Venues: Select bars and restaurants in key markets
This omnichannel approach maximizes brand exposure while meeting consumers where they prefer to purchase, whether that's planning ahead for game day or making impulse purchases at the stadium.
The $16.99 price point for 4-packs positions the brand as premium but accessible, particularly when compared to individual craft cocktails at bars or restaurants that often cost $12-15 per drink.
Looking Ahead: Growth Opportunities
The Original Southside's LSU partnership creates a foundation for additional strategic relationships across college and professional sports. The model of combining premium product quality with authentic regional connections could be replicated in other markets where the brand is expanding.
For food and beverage industry professionals, this partnership demonstrates several key strategies worth monitoring:
- Premium RTD brands can successfully compete in traditional beer and basic cocktail venues
- Sports partnerships provide rapid regional market penetration and brand credibility
- Quality-focused messaging resonates with consumers willing to pay premium prices
- Omnichannel distribution ensures maximum market penetration
As The Original Southside continues its national expansion, the LSU partnership serves as both a Southern market anchor and a proof-of-concept for future sports venue collaborations.
The success of this partnership could signal broader changes in stadium concessions, potentially opening doors for other craft beverage brands seeking to elevate the game day experience while building authentic connections with passionate fan bases.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
