Diageo Extends Alliance With Charmer Sunbelt In Seven U.S. MarketsJanuary 10, 2013
Diageo has extended its partnership with The Charmer Sunbelt Group in a number of states. Under the new agreements, Charmer Sunbelt will continue as Diageo’s exclusive spirits and wine distributor in Arizona, Colorado, Delaware, Maryland, New York, South Carolina and Washington, D.C. Charmer Sunbelt will also remain Diageo’s exclusive spirits and wine broker in Montgomery County, Maryland.
Diageo first began revamping its U.S. distribution network a decade ago. It began a second phase of the plan in 2010, and said that its new pacts with Charmer Sunbelt—the U.S. market’s third-leading spirits and wine distributor—represent a continuation of the strategy.