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Diageo continues partnership with Southern Wine & Spirits
Diageo continues partnership with Southern Wine & Spirits

Diageo continues partnership with Southern Wine & Spirits


Drinks Business Review - Oct 27th 2011, 10:18

Global premium spirits, wine, and beer producer Diageo has extended its agreements with Southern Wine & Spirits of America (Southern), a national wine and spirits distributor in the US. Southern will now continue to be the spirits company's exclusive distributor for eight US states. 

According to the new agreement, Southern will be continue to distribute Diageo's spirits and wine brands in California, Florida, Hawaii, Kentucky, Indiana and Alaska, and in Oregon and Washington.

Diageo launched a new route-to-market strategy in 2000, and Southern Wine and Spirits became a part one of a select group of exclusive distributors for the company in 2002.

The global spirits company is now on its way to implement the next phase of its route-to-market strategy, and is working closely with strategic distributors to establish a focused approach built on national programming and increased resources for growth areas.

These agreements entail various key changes, including enhancements to the fully-dedicated sales coverage for Diageo's spirits and wine brands, and change in the structure of Southern's sales division with new leaders being appointed to deal with Diageo brands nationally in the US.

Through these agreements, Southern provides fully-dedicated coverage for Diageo spirits brands across all 18 Control States and will also represent Diageo's Chateau & Estate Wines portfolio in the five Control States for wine. 

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