Bacardi signs more US distribution deals

As Bacardi continues to reshuffle its distribution agreements in the US, the group has renewed a multi-year deal with Horizon Beverage.

Horizon Beverage will continue to distribute Bacardi’s portfolio in Massachusetts and Rhode Island

Horizon Beverage will continue to exclusively distribute Bacardi’s portfolio of brands in Massachusetts and Rhode Island. The group has worked with Bacardi for the past 80 years.

“Horizon Beverage is a name that represents family, trust and exceptional service among Massachusetts and Rhode Island retailers,” said Pete Carr, regional president for Bacardi North America.

“Bacardi is proud to extend our long-standing partnership with this great company to continue a distribution force of significant capabilities, scope and dedication for Bacardi in these two markets.”

Sam Rubenstein, managing director of Horizon Beverage, added: “We are excited to continue our 80-year relationship with this dynamic organization and remain committed to working closely with the Bacardi team to deliver long-term brand growth in our markets,”

The renewal comes as Bacardi embarks on a series of dramatic changes to “improve efficiency and effectiveness” in its route-to-market strategy.

In January this year, Bacardi moved a large number of its distribution contracts in North America to Southern Glazer’s Wine & Spirits – recently formed by the integration of distribution heavyweights Southern Wine & Spirits and Glazer’s.

Ahead of the completion of the merger in Q2, Southern Wine & Spirits created a new network to handle Bacardi’s brands in US markets – Transatlantic Spirits.