Naturell Spirits

What Naturell Spirits does

Naturell Spirits Company, LLC is a Phoenix, Arizona-based private LLC that develops and markets ultra-premium rum, vodka, and cannabis-infused luxury cocktail brands. Founded by Ron Johnson, the company launched commercially in 2009 with an initial three-market release (Phoenix, Las Vegas, Los Angeles) of 15,000 cases in 750ml and 1.5-liter bottles, built around a proprietary "inter-mixable" formulation technology that allows 50 distinct blends across its Presidential, Signature Sipping, Diva Delight, Chocolate Delight ("Retroactive"), and Cannabis Cocktail collections to be combined into 810+ cocktail variants without changing brands or producing harsh alcohol bite. The company also markets Naturell Luxury H2O, a flavored electrolyte water line with limited-edition Swarovski-adorned bottles, extending the brand into non-alcoholic luxury hydration.

The business operates as a founder-owned, bootstrapped entity with 1–10 employees and no disclosed funding rounds, generating revenue through one-time product sales via premium retail and event-driven distribution. Marketing relies on celebrity sampling events, charity golf tournaments, culinary events (e.g., Phoenix Cooks), and organic social channels rather than scaled digital or trade marketing. The company won a bronze medal at the 2009 San Francisco World Spirit Competition and positions its offering against categories including Cocktails, Rum, Vodka, Whisky, Brandy, Cordials, Champagne, and Wine, while targeting luxury aficionados, younger multicultural professionals, women, and medicinal cannabis users as distinct consumer segments.

The company has navigated significant legal turbulence: founder Ron Johnson was arrested in 2014 over the 2009 wholesaler license process, with all charges dropped in 2015 after evidence of concealment by the Arizona Department of Liquor surfaced. The most recent disclosed product milestone is the 2018 launch of the RTD cannabis-infused cocktail collection, and no subsequent product, geographic, or capital event is documented in the available record.

Name

Naturell Spirits

Legal name

Naturell Spirits Company, LLC

Website

https://naturellrum.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Naturell Spirits is a Phoenix-based, founder-owned private LLC that markets ultra-premium inter-mixable rum, vodka, and cannabis-infused luxury cocktail collections, plus a luxury electrolyte water line, to affluent consumers and medicinal cannabis users across selective U.S. markets.

Ownership category

akta.pro rank

Product category

Luxury Premium Spirits

NAICS

Distilleries (31214), Beverage Manufacturing (3121)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Distilled Spirits Production & Distilling (AFAFAAAC)

akta.pro secondary industries

Spirits Distilling & Brands (CRADAIAC), Distilleries (Tasting Rooms) (THAFALAG), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Luxury cocktails
• Premium spirits
• Rum and vodka
• Cannabis infused cocktails
• Intermixable cocktail blends

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Luxury Cocktail Sales: Direct product sales of ultra-exclusive rum and vodka luxury cocktails across multiple collections including Presidential, Signature, Diva Delight, Chocolate Delight, and Cannabis Infused collections. Sold in 750ml and 1.5 liter bottles.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Naturell Spirits is a luxury alcoholic beverages manufacturer that produces ultra-exclusive inter-mixable rum and vodka cocktails across multiple collections including Presidential, Signature Sipping, Diva Delight, Chocolate Delight, and Cannabis Infused lines, plus a Luxury H2O electrolyte water. The proprietary technology enables 50 unique blends to be freely intermixed by consumers to create over 810 cocktail combinations within one brand, marketed to affluent consumers, younger multicultural professionals, women, and medicinal cannabis users.

Product overview

Naturell Spirits is a luxury cocktail company offering ultra-exclusive inter-mixable rum and vodka luxury cocktails. The portfolio comprises six product collections: Presidential Cocktail Collection™ (4 blends), Signature Sipping Cocktail Collection™ (5 blends), Diva Delight Cocktail Collection™ (20 rum and vodka cocktails), Chocolate Delight™ (world's first retroactive cocktail), Cannabis Cocktail Collection™ (20 rum and 20 vodka cannabis-infused cocktails), and Luxury H20™ (flavored electrolyte water). The company positions its 50 unique blends as freely intermixable to create over 810 different cocktail combinations without changing brands, competing across six spirits categories: Cocktails, Rum, Vodka, Whisky, Brandy, Cordials, plus Champagne and Wine.

Differentiator

Problem solved

Functional benefit

Products and services

• Naturell Presidential Cocktail Collection™ Ultra-exclusive luxury cocktail collection of four extremely limited production blends inspired by Dom Perignon and champagne history, with no bubbles and only 1% carbonation by design, fashioned to be savored.
• Naturell Signature Sipping Cocktail Collection™ Collection of five handcrafted aromatic blends of extreme limited production crafted as signed and numbered sipping cocktails for younger multicultural professionals seeking unique cocktails without harsh bite.
• Naturell Diva Delight Cocktail Collection™ Collection of twenty different rum and vodka cocktails designed for women with jewel-toned blends that can be consumed 'as is,' chilled, on the rocks, or intermixed; also enjoyed by men.
• Naturell Chocolate Delight™ World's first 'Retroactive' cocktail where consumers shake the bottle to combine a proprietary liquor blend with dark chocolate for a perfect martini/cocktail without a bartender; once combined, will not separate, of extreme limited production.
• Naturell Cannabis Cocktail Collection™ World's first cannabis infused luxury cocktail collection consisting of twenty rum and twenty vodka cannabis-infused luxury cocktails that can be consumed 'as is,' chilled, on the rocks, or mixed together to create over 810 different cannabis-infused luxury cocktails; targeted at medicinal cannabis users.
• Naturell Luxury H2O™ Luxury electrolyte water available in ten flavors, packaged in signature frosted 1L and 375ml bottles and limited-edition 1L collectible bottles adorned with a Swarovski crystal; recommended before, during, or after the enjoyment of Naturell luxury cocktails.

Quantifiable outcome

• 50 blends producing 810 different cocktail combinations
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Campari Group: Campari owns Wild Turkey, Skyy Vodka, and Espolòn Tequila, plus a growing portfolio of premium and aperitif-style cocktails. Its multi-category premium spirits strategy and focus on distinctive flavor profiles align with Naturell's positioning philosophy.
• Diageo: Diageo owns ultra-premium spirits and champagne brands (e.g., Dom Pérignon, Tanqueray, Cîroc) and operates an RTD/cocktail innovation pipeline. Naturell's Presidential Collection explicitly references Dom Pérignon heritage, making Diageo a key aspirational comparable and potential competitive threat at the high end.
• Bacardi Limited: Bacardi is one of the world's largest spirits producers with a deep rum portfolio and growing RTD cocktail brands (e.g., Bacardi Cocktails). It is a relevant broad incumbent because it competes in the same rum, vodka, and ready-to-drink cocktail categories Naturell targets, but at vastly greater scale and distribution reach.
• Rémy Cointreau: Rémy Cointreau produces premium cognac, liqueurs (Cointreau), and spirits across the categories Naturell competes in. As a publicly listed, ultra-premium-focused house, it represents the aspirational comparable for Naturell's luxury cocktail positioning.
• Pernod Ricard: Pernod Ricard owns premium vodka (Absolut), rum (Havana Club), and champagne (Perrier-Jouët, Mumm) brands, directly overlapping with Naturell's claimed six of eight spirits categories. It is the most relevant broad incumbent competitor across Naturell's portfolio.
• Brown-Forman: Brown-Forman is a major US-listed spirits producer with Jack Daniel's, Woodford Reserve, and Finlandia vodka in its portfolio. It competes in the same premium cocktail and sipping rum/vodka segments Naturell targets and has been expanding into ready-to-drink offerings.

Direct peers

• Tip Top Cocktails: Tip Top Classic Cocktails is a premium RTD cocktail brand specializing in bar-quality rum and vodka cocktails. Its positioning around craft provenance and high-quality ready-to-serve formats directly mirrors Naturell's luxury cocktail proposition.
• On The Rocks Cocktails: On The Rocks is a premium RTD cocktail brand distributed nationally through Accolade Wines/E. & J. Gallo. It targets the same at-home and on-premise consumer use case as Naturell's luxury cocktails, competing for shelf space in the premium pre-mixed cocktail segment.
• Cutwater Spirits: Cutwater is a craft distillery that pioneered the ready-to-drink (RTD) premium cocktail category with rum, vodka, and other spirit-based canned cocktails. Like Naturell, Cutwater built its identity around proprietary cocktail formulations and convenience-driven premium experiences, and it represents the most direct competitive comparable for Naturell's RTD luxury cocktail positioning.

Emerging players

• Canopy Growth Corporation: Canopy Growth is a Canadian cannabis producer with beverage-infusion products and partnerships targeting the legal cannabis drink category. It is the most relevant emerging comparable for Naturell's cannabis-infused luxury cocktail collection given the shared focus on cannabis-beverage innovation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xtwitter.com/lovenaturell
• Facebookfacebook.com/lovenaturell
• LinkedInlinkedin.com/company/naturell-spirits-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naturell Spirits