MARGS

MARGS is a New York-based company operating in the ready-to-drink (RTD) cocktail market, with a specific focus on the most popular cocktail in America: the margarita. The company was founded in the spring of 2021 by Joey Angelo and Brian Axelrod, who together bring almost forty years of experience in the wine and spirits industry. Angelo previously co-founded and served as President of VIVA XXXII Tequila, which he positioned for an exit in under four years, while Axelrod was a core member of the founding team for Proper 12 Irish Whiskey alongside Conor McGregor. The inspiration to launch MARGS stemmed from dissatisfaction with the quality of existing malt and tequila-based canned beverages on the market.

The business model centers on producing and distributing premium, canned sparkling margaritas that offer convenience without sacrificing taste. MARGS targets consumers who desire a high-quality, authentic cocktail experience in a portable format, positioning itself as a superior alternative to making margaritas from scratch or using conventional mixes. The company generates revenue through the sale of its products via a direct-to-consumer website and a national distribution partnership with Southern Glazer's Wine and Spirits, which places the drinks in retail stores and on-premise venues like stadiums and hospitality groups. Since its initial launch in New York, New Jersey, and Florida, the brand has expanded its distribution to states including Massachusetts, Illinois, Georgia, Michigan, Ohio, and Connecticut, with plans for further growth.

The product line consists of sparkling margaritas made with premium tequila blanco from Jalisco, Mexico, real fruit juice, and real cane sugar, distinguishing them from competitors that may use aspartame and other chemicals. The beverages are low in sugar, calories (130 per 12oz can), and carbs, with a 5% alcohol by volume (ABV). MARGS offers five distinct flavors: Classic, Mango, Coconut, Spicy, and a Mezcal option. The brand received a Double Gold award at the San Francisco World Spirits Competition, a testament to its formulation. Following a significant $3 million investment in March 2025 led by Palm Tree Crew and influencer Alix Earle, the company initiated a relaunch that included an enhanced recipe with reduced carbonation and more forward flavor, as well as updated packaging. This funding and strategic partnership, which also includes investors like Michael Rubin, Steve Aoki, and Jake Paul's Anti Fund, aim to elevate the brand's market position and expand its marketing capabilities.

Keywords: canned cocktails, ready-to-drink, sparkling margarita, tequila beverage, RTD market, Joey Angelo, Brian Axelrod, low-calorie cocktail, premium spirits, Alix Earle, direct-to-consumer alcohol, beverage distribution, cocktail brand, spirits industry, Palm Tree Crew, Southern Glazer's, VIVA XXXII Tequila, Proper 12, convenient cocktails, natural ingredients, Jalisco tequila, celebrity-backed brand, beverage startup