Southern Wine & Glazer's Distributors form partnership
Southern Wine & Spirits of America Inc. announced that it has formed a partnership with wholesale wine, spirits and malt distributor Glazer’s Distributors called Southern/Glazer’s Distributors of America, according to the company
Wayne Chaplin, who is the current president and chief operating officer of Miami, Fla.-based Southern Wine & Spirits of America, will serve as chief executive officer of the new strategic joint venture.
With the addition of Dallas-based Glazer’s Distributors, both companies will be better positioned to develop a larger national distribution footprint. The new joint venture will cover 38 states that represent more than 80 percent of the total wine and spirits volume in the United States.
Southern Wine & Spirits of America is a leading wine and spirits distributor and control states broker that operates in 30 U.S. states and Glazer’s is one of the largest distributors of wine, spirits and malt products that currently operates in 12 U.S. states.
“Marketing will be one of those synergies,” he said, “and it is true that over time the supplier has been what I would call ‘forwardly integrating’ marketing functions inside distributorships, so it’s going to be very interesting to see how we enhance and energize that marketing function.”
Zweig said that Glazer’s Distributors has previously engaged Dallas-based Levenson & Hill to assist with the company’s marketing, public relations, Hispanic efforts and other various projects, but said that a majority of the marketing is created by Glazer’s suppliers.
“We make sure the brands are priced based on strategy, merchandise, in-store and on-premise sales,” he said. “But we don’t sell or merchandise the Southern/Glazer brand itself.”
“We work with local marketing agencies, public relations firms, local promotional agencies and we do business with companies that can help us produce local point-of-sale,” Zweig said. “But again, the majority of the promotional marketing we implement in the market is supplier-produced.”
The List has not yet identified what agencies, if any, Southern Wine & Spirits of America currently works with.
According to Nielsen Monitor-Plus, Southern Wine spent about $220,000 on national advertising in 2007. About $30,000 was spent on spot television, $20,000 was spent on local newspaper and $170,000 was spent on outdoor ads.
Nielsen Monitor-Plus reported that Glazer’s Distributors spent almost $100,000 on outdoor ads in 2007.
This would be a good opportunity for a few local agencies that can assist with localized marketing, public relations and promotional activities for the newly created venture. Interested firms should contact either Zweig or Wayne Chaplin immediately to discuss project work and other opportunities.
Southern Wine & Spirits of America, Inc.
1600 NW 163rd Street
Miami, FL 33169
President & Chief Operating Officer & Chief Executive Officer - Southern/Glazer’s Distributors of America
(305) 625-4171 / x. 1000
President - Southern/Glazer’s Distributors of America
Chairman & Chief Executive Officer
14911 Quoram Drive
Dallas, TX 75254
Senior Vice President, Corporate Strategy
Chief Executive Officer