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RNDC Strikes Strategic Partnership With E-Commerce Player Flaviar

November 3, 2022

Republic National Distributing Co. (RNDC) has formed a strategic partnership with drinks e-commerce group Flaviar. The deal will see RNDC gain access to Flaviar’s consumer data and marketing resources, while expanding Flaviar into new retail and on-premise channels. RNDC said the move “will also benefit RNDC’s suppliers by providing an additional three-tier-compliant marketing and full-service agency solution for their products through Flaviar.” Terms weren’t disclosed.

“My vision for RNDC when I took over as CEO earlier this year was to look to the future and continue to push us to be on the forefront of the spirits industry,” said RNDC president and CEO Nick Mehall. “That’s why we chose to partner with Flaviar, the 10-year veteran and global leader in spirits e-commerce and digital marketing.”

Flaviar’s portfolio currently includes the Flaviar Club, billed as the largest premium spirits club in the world; Caskers, a direct-to-consumer marketplace to purchase spirits; and The Beverage Bureau, a spirits consultancy and creative studio. With the partnership, RNDC is furthering its e-commerce capabilities as the middle tier continues its digital transformation. In a similar play, Southern Glazer’s took an undisclosed stake in e-commerce platform ReserveBar last year.

Additionally, in case you missed yesterday’s news alert, RNDC announced that it has taken full ownership of its former joint venture with Young’s Holdings across the western U.S. Terms weren’t disclosed. RNDC now operates across 38 states and D.C., and will reach a projected $13 billion in revenue this year, according to Shanken’s Impact Newsletter, including $2.8 billion in California, the largest of the former Young’s markets.—Daniel Marsteller

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