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Exclusive: Heaven Hill Aligns With Southern Glazer’s Across 39 U.S. Markets

April 30, 2020

Heaven Hill Brands is consolidating its U.S. business with Southern Glazer’s across 39 markets, SND has learned. While the two companies already had an extensive partnership, nearly a dozen new markets are now being added in the western part of the country.

Heaven Hill’s legacy brands—including Evan Williams, Elijah Craig, Burnett’s, and Admiral Nelson’s—are transitioning to Southern Glazer’s in 11 markets under the new accord. Effective June 1, the Southern Glazer’s Western Region—which includes the states of Alaska, Hawaii, Washington, Oregon, California, Nevada, Arizona, New Mexico, Utah, Idaho, Montana, and Wyoming—will handle those brands on an exclusive basis. RNDC-Young’s currently represents Heaven Hill across the West. Additionally, the new alignment will see Black Velvet, which Heaven Hill recently acquired from Constellation Brands for $266 million, join Southern Glazer’s in 25 new markets.

Three Heaven Hill brands recently earned Impact “Hot Brand” honors, including Deep Eddy (+10% to 1.4 million cases in the U.S. last year), Lunazul (+28% to 400,000 cases), and Elijah Craig (+48% to 200,000 cases). Southern Glazer’s new agreement with Heaven Hill follows a similar deal with Beam Suntory earlier this year, in which the two companies added nine new states to their partnership, for a total of 43 markets across the U.S.—Daniel Marsteller

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