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Constellation Brands Expands Southern Glazer's Distribution Deal

By Dayeeta Das
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Constellation Brands Expands Southern Glazer's Distribution Deal

Constellation Brands has announced that Southern Glazer's Wine & Spirits will distribute approximately 70% of its wine and spirits brand portfolio in the United States, effective April 1, 2021.

The expanded distribution deal is part of Constellation Brands' business strategy and will drive long-term value creation for the market.

Omnichannel Brand Portfolio

The deal highlights the company's commitment to leading the category in high-growth consumer segments and building an omnichannel brand portfolio.

Robert Hanson, executive vice-president and president of wine and spirits division at Constellation Brands, said, "Achieving a consumer-focused route to market is essential to achieving our objective to outpace, out-grow, and out-execute the category in channels where consumers are choosing to engage."

Hanson complimented Constellation's new partner, saying, "Southern Glazer's is a proven brand builder with a strong national footprint, a digital commerce innovator, and a standout leader in the luxury category."


Business Transformation

Constellation Brands launched its wine and spirits business transformation in 2019 and has evolved its portfolio into a focused set of brands aligned with consumer preferences. 

The portfolio continues to outpace high-end wine and spirits segments, primarily driven by its Power Brands at a price point over $11, including Kim Crawford, Meiomi, The Prisoner Wine Company, and High West.

The beverage company continues to pursue its long-term consumer premiumisation trend, and is committed to enhancing its leadership in fine wine and craft spirits segments where consumer growth is occurring.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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