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Exclusive: Campari Forms New Pact With Southern Glazer’s, Shifts From RNDC In 14 Markets

January 30, 2017

Campari America and Southern Glazer’s have formed a new pact that significantly strengthens their ties. Under terms of the agreement, Campari and Southern Glazer’s will be aligned in more than 40 markets across the U.S.

Campari is shifting to Southern Glazer’s in 14 new markets (effective March 1) while maintaining its relationship with the distribution giant in another 27 markets.

The 14 new markets include Texas, Louisiana, Nebraska, North Dakota, South Dakota, Maryland, Washington, D.C., West Virginia, North Carolina, Virginia, Mississippi, Alabama, Oklahoma, and Montgomery County, Maryland. Campari previously partnered with Republic National Distributing Company—the country’s second-leading spirits and wine distributor—in all of these markets.

“The move to shift more of our business to Southern Glazer’s was driven by their ability to fully support our key priority brands, including a real focus on driving distribution both in open and control markets,” said Campari America vice president of sales Dan Vanderbilt.

Campari America is one of the top dozen U.S. spirits suppliers, with yearly sales of nearly 6 million cases. Its portfolio is led by Skyy vodka, Wild Turkey Bourbon and recent addition Grand Marnier liqueur.

Since its formation in early 2016, Southern Glazer’s has made a concerted effort to form national footprints with the market’s leading suppliers. The distributor is currently aligned with Bacardi in more than 40 states, and last week it signed a long-term deal with Beam Suntorythat will see it handle the supplier’s brands in 37 markets through 2030. Southern Glazer’s currently operates in 44 states and Washington, D.C. (as well as Canada and the Caribbean).

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