Bacardi has appointed Reyes Beverage Group as the distributor of its portfolio in 11 US markets while also renewing its existing arrangement in the country with Southern Glazer’s Beverage Co.
From 1 January, Reyes will take on responsibility for the Bacardi portfolio in Arizona, California, Colorado, District of Columbia, Florida, Hawaii, Louisiana, Maryland, Oklahoma, South Carolina and Texas. According to the brand owner, “teams will work closely together in the coming months to deliver a smooth transition”, but Bacardi did not specify which distributor currently handles its brands in these states.
Southern Glazer’s, meanwhile, will continue to serve as “distributor or broker” of Bacardi’s brands in 36 states including Illinois, Michigan, New York, Ohio, Pennsylvania and Virginia, making the group the spirits company’s largest distributor by volume in the country.
The new deals have been “designed to further build on strong partnerships, drive execution and support long-term growth ambitions” for Bacardi.
“Southern Glazer’s … is a trusted and valued partner and their contribution to our momentum cannot be overstated,” said Bacardi North America’s regional president, Tony Latham. “We’re pleased to continue our relationship with them.
“Meanwhile, the addition of Reyes Beverage Group to our distributor network represents an important milestone towards creating new opportunities in the years ahead.”
In August, Finland-based Anora Group announced that it was poised to take on Bacardi’s distribution in Norway and Sweden.
