Branding for Distributors

Southern Glazer’s Set for Name Change as Product Mix Expands

Beverage alcohol distributor Southern Glazer’s Wine & Spirits is reportedly preparing to update its name as it expands further into beer, RTDs and non-alcoholic products.

Southern Glazer’s Wine & Spirits is preparing to change its name to reflect an expanding product mix beyond wine and spirits, according to a June 3 report from beverage alcohol trade publication Global Drinks Intel.

The Miami-based distributor is expected to become Southern Glazer’s Beverage Co. in July, coinciding with the 10th anniversary of the 2016 merger between Southern Wine & Spirits and Glazer’s that created the company.

The move comes as Southern Glazer’s has increased its focus on beer, ready-to-drink products and non-alcoholic beverages. Global Drinks Intel reported that the company cited its growth in additional beverage categories — including beer — as the reason for the change.

“We are no longer just a wine and spirits company,” CEO Wayne Chaplin told the publication.

Southern Glazer’s commercial sales president Mark Chaplin added that the company has operated in beer, non-alcoholic beverages and ready-to-drink cocktails (RTDs) at a smaller scale for years in select markets, including Nevada and South Carolina. He told Global Drinks Intel that Southern Glazer’s expects to handle more than 60 million cases of those product types across its network.

Southern Glazer’s website currently lists operations in 47 U.S. markets and Canada. The company positions its portfolio, logistics network and data resources as core parts of its supplier and customer services.

The expected rebrand follows Southern Glazer’s completion of its acquisition of New York distributor Clare Rose, a deal announced in March. Global Drinks Intel reported that the Clare Rose division will operate as Southern Glazer’s Beverage Co. of New York.

The pending name change comes amid broader upheaval among the largest U.S. beverage alcohol distributors. Southern Glazer’s top competitor, Republic National Distributing Company, is set to divest 11 markets to Reyes Beverage Group, including five additional markets added to the proposed transaction in March. RNDC has also closed or moved to close other facilities in recent months, according to media reports.