Alloy Acquires Hot Sauce

Purpose Group Acquires Alloy (marketing & PR agency)

April 12, 2024

Marketing & Advertising

Purpose Group, a purpose-driven holding company based in Atlanta, has acquired Alloy, a precision storytelling and experience agency that serves technology brands. Alloy's founder Raj Choudhury will remain CEO as the agency joins Purpose Group's portfolio alongside Gerald Printing and Liberty Imaging.

Alloy Acquires The Partnership

December 11, 2025

Marketing & Advertising

Alloy, a Purpose Group‑backed marketing and transformation agency based in Atlanta, has acquired The Partnership (TPI), Atlanta’s oldest privately‑held full‑service marketing and brand communications agency. The Partnership’s team and proprietary analytics/AI product (P360/P360-like dashboard) will operate under the Alloy brand to expand Alloy’s capabilities in communications, brand strategy, paid media, analytics and healthcare/financial services expertise as a bolt‑on acquisition.

Alloy Acquires Narwhal.Digital to Expand Creative and Technical Capabilities

April 3, 2023

Marketing & Advertising

Alloy, an Atlanta-based integrated marketing agency, has acquired fellow Atlanta creative technology firm Narwhal.Digital LLC to deepen its design, product and technical capabilities. Narwhal founders Jennifer Ready and Vivek Pandya will join Alloy in leadership/advisory roles; terms were not disclosed. The combined business now employs more than 60 people and will broaden Alloy's services for technology and SaaS clients.

Reliance Steel & Aluminum Co. Acquires American Alloy Steel, Inc.

February 14, 2024

Industrial Services

Reliance Steel & Aluminum Co. has entered into a definitive agreement to acquire all outstanding equity interests and related real estate assets of American Alloy Steel, Inc., a Houston-based distributor and fabricator of specialty carbon and alloy steel plate and round bar. The acquisition adds specialty plate and new fabrication/value-added processing capabilities to Reliance's portfolio; American Alloy reported approximately $310 million in sales for the 12 months ended Dec. 31, 2023.

McCormick Acquires Cholula Hot Sauce from L Catterton

November 24, 2020

Food & Beverage

McCormick & Company agreed to acquire Cholula, a leading hot sauce producer and distributor, from private equity firm L Catterton for $800 million. L Catterton had acquired and transformed Cholula in April 2019, investing behind the brand and commercial capabilities to drive retail and foodservice growth prior to the sale.

Highlander Partners Acquires Tapatío Hot Sauce from Saavedra Family

January 20, 2026

Food & Beverage

Highlander Partners has acquired Tapatío, the No. 5 hot sauce brand in the U.S., from the Saavedra family with The Arnold Companies investing as a significant minority partner; the Saavedra family will retain a minority stake. J.P. Morgan led senior financing and NMP Capital provided financing and equity support. Highlander plans to use Tapatío as a platform for geographic expansion, deeper retail and foodservice penetration, and new product innovation.