Eagle Park Brewing & Distilling announced its acquisition of SoulBoxer Cocktail Co. on March 30, 2025, uniting two Milwaukee-based beverage companies.
This acquisition formalizes an existing production partnership and marks a strategic expansion for Eagle Park Brewing & Distilling. The move positions the well-known craft brewery to become a more diversified player, pushing deeper into the booming ready-to-drink (RTD) cocktail sector. According to a press release from Brewbound, the deal sets the stage for new product innovations across alcoholic, non-alcoholic, and even THC-infused beverage categories under the SoulBoxer brand.
What We Know So Far
- Eagle Park Brewing & Distilling officially announced it acquired SoulBoxer Cocktail Co. on March 30, 2025.
- Both companies are based in Milwaukee, Wisconsin, strengthening the local craft beverage scene's consolidation.
- Prior to the acquisition, Eagle Park already served as SoulBoxer’s co-packing partner, producing and packaging its bottled cocktails at Eagle Park's Muskego facility, according to reports from OnMilwaukee.
- The acquisition is part of a stated strategy for Eagle Park to expand its portfolio beyond beer and spirits into the RTD cocktail market, according to Brewbound.
What Does the SoulBoxer Acquisition Mean for Eagle Park?
The decision for Eagle Park Brewing to acquire SoulBoxer Cocktail Co. represents a significant step in the company's evolution. It’s a transition from a service provider to a brand owner within the RTD space. For some time, I've observed breweries leveraging their production capabilities to partner with other brands through co-packing agreements. This move, however, transforms that operational relationship into a full-fledged strategic asset, bringing a respected local cocktail brand entirely into the Eagle Park fold. The pre-existing partnership, where Eagle Park produced SoulBoxer's products, suggests a deep familiarity with the brand's quality standards and production processes, likely smoothing the integration.
This acquisition is not merely about adding a new product line; it's about embracing a broader beverage identity. The craft beer market, while still robust, has become increasingly competitive, prompting many breweries to explore new revenue streams. I've spoken with numerous brewery owners who see diversification as essential for long-term stability. The move into RTD cocktails is a natural one for facilities already equipped with canning lines and expertise in flavor development. Eagle Park is now positioned to compete directly in three distinct and high-growth beverage sectors: craft beer, distilled spirits, and ready-to-drink cocktails. The move capitalizes on the consumer trend toward convenience and premium, pre-made cocktails, a market that has seen explosive growth in recent years. By acquiring an established brand like SoulBoxer, known for its bartender-crafted classics like the quintessential Wisconsin Brandy Old Fashioned, Eagle Park bypasses the significant hurdles of building a new cocktail brand from scratch and gains immediate credibility with a discerning audience.
Eagle Park's intentions for the SoulBoxer brand appear ambitious and aligned with emerging market trends. In a statement reported by Brewbound, the company expressed its vision: “SoulBoxer has built an incredible reputation for quality and authenticity. We see huge potential to bring that same craftsmanship into new formats and categories, including canned cocktails, non-alcoholic canned cocktails, and THC-infused offerings, while staying true to what makes SoulBoxer special.” This quote signals a multi-pronged growth strategy, aiming to leverage SoulBoxer's brand equity to enter the non-alcoholic and cannabis-adjacent beverage markets, two of the most dynamic segments in the industry today. The key takeaway is that Eagle Park isn't just buying a cocktail company; it's acquiring a platform for future innovation.
Future of SoulBoxer Cocktail Co Products
Consumers will see the first fruits of this acquisition almost immediately. SoulBoxer is set to launch a new line of canned cocktails, a major step into a more convenient and accessible format. According to Brewbound, three new canned offerings will begin shipping to stores across Wisconsin on April 2. This rapid rollout indicates that these products were likely in development while the acquisition was being finalized, leveraging Eagle Park's existing canning infrastructure. The new lineup targets classic cocktail drinkers with familiar, high-quality recipes.
The new canned cocktails include a Brandy Old Fashioned and a Bourbon Old Fashioned, both at a robust 11% ABV, and a new, more sessionable Lakehouse Lemonade at 8% ABV. These will be available in 12-ounce four-packs. The choice of an Old Fashioned as a flagship canned product is particularly savvy, as it's a classic that is often difficult to perfect at home, creating a clear value proposition for a high-quality RTD version. This move directly addresses the demand for portable, yet potent, cocktails that replicate a bar-quality experience for occasions like tailgates, picnics, or casual evenings at home. For fans of SoulBoxer's original offerings, the company has confirmed that its classic bottled cocktails will remain a core part of the portfolio. The bottled Brandy Old Fashioned (62 proof) and Bourbon Old Fashioned (68 proof) will continue to be distributed in their traditional 375ml, 750ml, and 1.75L formats, ensuring continuity for its loyal customer base and its presence in home bars and restaurants.
New SoulBoxer Canned Cocktail Lineup
| Cocktail | ABV | Format | Availability |
|---|---|---|---|
| Brandy Old Fashioned | 11% | 12oz 4-Pack | Wisconsin, starting April 2 |
| Bourbon Old Fashioned | 11% | 12oz 4-Pack | Wisconsin, starting April 2 |
| Lakehouse Lemonade | 8% | 12oz 4-Pack | Wisconsin, starting April 2 |
What We Know About Next Steps
The most immediate and concrete next step is the retail launch of SoulBoxer's new canned cocktails. These products are scheduled to begin shipping to retailers throughout Wisconsin starting on April 2, 2025. This marks the first major product launch for the brand under Eagle Park's ownership and will be a key indicator of the new strategy's initial reception in the market. The focus appears to be on a successful rollout within their home state before any potential wider distribution.
Looking further ahead, Eagle Park has outlined a clear, albeit unscheduled, roadmap for the SoulBoxer brand. Based on their public statements, the company plans to explore and develop new products in several high-growth categories. This includes the creation of non-alcoholic versions of their canned cocktails, catering to the sober-curious movement and demand for sophisticated adult non-alcoholic beverages. Furthermore, the company explicitly mentioned its intent to develop THC-infused offerings, signaling a move into the cannabis beverage space as regulations permit. While no specific timelines for these future innovations have been announced, they represent the stated long-term vision for the SoulBoxer brand under its new ownership.
