The world’s largest privately held spirits company has significantly altered its distribution channel.
Bacardi announced today that it will move to a regional distributor network in North America across open and control markets.
The distribution network will be comprised of Southern Wine & Spirits of America, Inc. and Glazer’s, Inc. These two companies have signed a definitive agreement to form Southern Glazer’s Wine and Spirits LLC, to lead distribution of the Barcardi wine and spirits portfolio in more than 40 markets across the United States and Canada.
“This decision will enable us to expand our footprint with a single regional partner for the Open, Control and Canadian markets, generate incremental revenue and ultimately place Bacardi in a position to succeed for years to come,” says Pete Carr, regional president for Bacardi in North America in a press release. “This is all about creating the best total value for Bacardi and reigniting top-line growth for our critical North America business in the most effective manner.”
The combination of the region’s first and fourth largest spirits and wine wholesalers creates a large distribution force.
“The Bacardi company is grateful to all of our distributors for the many years our relationship has existed,” said Michael Dolan, chief executive officer of Bacardi Limited, in a press release. “As we continue on our journey, we recognize the need to be effective in all channels of the business as retailers and consumers have evolved. We selected Southern and Glazer’s because of their expertise, national footprint and expressed dedication to the service of our iconic brands.”