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.
