Ste. Michelle to boost reach with Southern Glazer’s deal
US distributor Southern Glazer’s Wine & Spirits has signed an expanded distribution agreement with Washington state wine giant Ste. Michelle.
As part of the deal, Southern Glazer’s arm that looks after export will assume distribution of the winery’s entire portfolio—including brands such as Chateau Ste. Michelle, 14 Hands, Ethos, Liquid Light, Columbia Crest and Estiva—across the Caribbean, Central America, and South America.
The deal expands upon Ste. Michelle and Southern Glazer’s previous strategic agreements in the US which already span 36 markets and have built upon more than three decades of collaboration.
‘Strengthens our companies’
Speaking to the drinks business, Southern Glazer’s Travel Retail & Export Division vice president and general manager Kamara Snow said: “The agreement is only for international distribution for the channels” and outlined that these included “Caribbean, Mexico, South and Central America”.
Snow told db that “the agreement excludes airport, airline, cruise, border stores and the ownership will continue their existing relationships covering these channels”.
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Snow also said that the expansion “strengthens our companies’ shared commitment to delivering world-class wine brands and enhanced customer support across key international markets”.
Snow also revealed that the aim is “to bring enhanced scale, structure, and executional focus to unlock the Ste. Michelle portfolio’s full growth potential across the Caribbean, Central America, and South America”.
According to the business, Ste. Michelle will benefit specifically from the experience of the team at Southern Glazer’s who are well-placed to offer local expertise and strong customer relationships.
‘Will create new opportunities’
Additionally, the collaboration is set to assist the business within the Latin American markets and help to execute the wines effectively, strengthen customer engagement, and accelerate long-term growth across the region..
Ste. Michelle Wine Estates chief commercial officer Dan Heller added that the wine firm is “confident this expanded alignment will create new opportunities” and suggested it would help the business “deepen our connection with customers and consumers throughout these dynamic markets”.
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