The News
Dirty Sue, a brand known for its premium cocktail brines and garnishes, announced new additions to its Signature Series garnish collection. The company also introduced a Three-Way Martini, a lower-alcohol twist on the dirty martini made with quality London Dry Gin, Dirty Sue Premium Olive Juice, and dry vermouth. The product was unveiled in Los Angeles, CA.
Dirty Sue’s new lower‑ABV “Three‑Way” martini and a fresh garnish line are more than a marketing splash; they’re a calculated response to the tightening margins on traditional spirits.
Founded in 2008 by bartender Eric Tecosky, Dirty Sue has long been a staple for bars that need reliable olive juice. The latest move into low‑alcohol territory is tied directly to consumer shifts toward lighter drinks. In 2024, ready‑to‑drink cocktails captured 22 % of total U.S. spirits volume growth—a clear signal that people are gravitating toward convenient, lower‑ABV formats. Dirty Sue’s Three‑Way martini—gin, olive juice and dry vermouth—fits squarely into that niche by offering a classic cocktail experience without the higher alcohol content that can deter “moderation” drinkers.
The garnishes add a cost‑to‑benefit angle for operators. A 2025 NielsenIQ report shows the non‑alcoholic beverage market grew at a CAGR of 14.5 % between 2021 and 2025, underscoring the appetite for flavor without alcohol. Olive juice, while not strictly non‑alcoholic, is priced competitively against other premium garnishes—$17.95 to $19.95 per jar—so bars can add flavor without dramatically raising ingredient costs. Only 12 % of U.S. on‑premise venues list a dedicated low‑ABV cocktail section, leaving ample room for distributors and retailers to push these new items into their assortments.
For distributors, the expansion signals that competitors may need to reassess their own product mixes. If a large portion of the market continues to shift toward lighter cocktails—as shown by the 22 % share of RTD growth—distribution channels must adapt or risk losing shelf space. Bar managers should view the Three‑Way martini as an opportunity to diversify menus without compromising on classic appeal; the garnishes give them a quick way to elevate presentation while keeping ingredient costs predictable.
Original Press Release
Bartender-created maker of the original bottle olive juice introduces a cheeky twist on the dirty martini, plus new garnishes
LOS ANGELES, CA - Dirty Sue, the original bartender-built brand of premium cocktail brines and garnishes and the people’s choice #1 mixer in America, today asks drinkers, “Ever try a Three-Way?” The cheeky, lower-alcohol twist on the dirty martini comes complete with a slightly naughty name.
What it is and why it matters: Drinking trends continue to shade toward moderation. Paradoxically, the martini—perhaps the most maximalist of all cocktails—continues to be the one drink everyone can agree on. The lower-ABV Three-Way Martini—equal parts quality spirit, Dirty Sue Premium Olive Juice, and quality dry vermouth—simultaneously delivers the glamour long associated with the classic, high-octane martini while presenting an invitation to indulge without losing your cool.
Three-Way Martini (version we are obsessed with right now)
Ingredients:
1 part quality London Dry Gin (try Bombay Sapphire)
1 part Dirty Sue Premium Olive Juice
1 part quality dry vermouth (try Noilly Prat® Extra Dry Vermouth)
Preparation instructions:
In a cocktail tin, add gin, Dirty Sue, and vermouth.
Shake or stir and double strain into a chilled cocktail glass.
Garnish with a Dirty Sue Cocktail Olive.
Said Dirty Sue founder Eric “ET” Tecosky, “The Three-Way blends the ease of a Negroni—equal parts of all ingredients—with an elegance that has made the martini arguably the most iconic cocktail ever cocktailed.”
In parallel, Dirty Sue announces today another threesome in the form of new cocktail garnishes: Green Dots, Blue Hots, and Cowboy Olives. The trio joins Dirty Sue’s growing Signature Series, which already includes fan favorites Whiskey Cherries and Premium Pickle Juice—expanding the brand’s reputation for taking cocktail essentials from backbar secret to must-have staples.
The lineup:
Green Dots: Give your Gibson a glow-up with these jalapeño-stuffed jumbo cocktail onions. If you like everything about your Bloody Mary a lil’ on the spicy side, Green Dots are the perfect finishing touch. (DirtySue.com / Amazon; 1x jar $17.95 delivered)
Blue Hots: Premium cocktail olives stuffed with fresh Wisconsin blue cheese and habanero pepper, Blue Hots are the cocktail olive your martini never knew it needed. Striking the right balance of creamy blue cheese and subtle spice, Blue Hots are bold enough to stand out, smooth enough to savor. (DirtySue.com / Amazon; 1x jar $19.95 delivered)
Cowboy Olives: These jalapeño- and garlic-stuffed beauties give the classic cocktail olive a Western twist with peppery heat, garlic zing, and all the Dirty Sue swagger. Dirty Margarita anyone? Giddy Up! (DirtySue.com / Amazon; 1x jar $17.95 delivered)
Sources consulted (web research):
Source: BevNET