Bacardi has adjusted its distribution network in the US after signing new agreements with Southern Glazer’s Wine & Spirits and Reyes Beverage Group.
The spirits major has appointed Reyes to oversee distribution of its portfolio in 11 states for the first time.
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Those markets include Arizona, Florida, California, Colorado, Louisiana, and Texas.
Just Drinks has asked Bacardi to confirm who previously managed distribution of its brands in the 11 states prior to Reyes.
In a statement, Bacardi said Southern Glazer’s will also “continue” operating as its “distributor or broker” in 36 states. Markets it will operate in with Bacardi’s portfolio include Illinois, Michigan, New York, Ohio, Pennsylvania and Virginia.
Under the new agreements, Southern Glazer’s will remain Bacardi’s “largest distributor” in the US by volume, the distributor’s CEO Wayne E. Chaplin said in the statement.
The new contracts will take effect in January.
Bacardi announced the revised distribution agreement yesterday (28 October), following what it described as a “comprehensive review” of its US operations.
It said the distribution shake-up was “designed to further build on strong partnerships, drive execution and support long-term growth ambitions”.
Bacardi’s regional president of North America, Tony Latham, said: “We are excited to share the next chapter with strong partners who, like Bacardi, are family owned and who build their businesses with a long-term view.
“Southern Glazer’s Wine & Spirits is a trusted and valued partner and their contribution to our momentum cannot be overstated. We’re pleased to continue our relationship with them,” he added.
“Meanwhile, the addition of Reyes Beverage Group to our distributor network represents an important milestone towards creating new opportunities in the years ahead.”
Bacardi added that teams would “work closely together in the coming months to deliver a smooth transition and maintain the high standards customers and consumers expect from Bacardi”.
Brands it sells in the US include its namesake rum brand, Grey Goose vodka, Dewar’s whisky and Patrón Tequila.
Outside of the US, earlier this month, Bacardi finalised an agreement with Anora Group, appointing the Finnish spirits company as the distributor of its brands in Sweden and Norway. The agreement will run until the end of the first quarter of 2031.
