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Campari renews distribution deal with Southern Glazer’s

The American arm of Italian drinks firm Campari has extended its partnership with US distributor Southern Glazer’s Wine & Spirits.

Campari web
The aperitivo producer has renewed its distribution agreement with Southern Glazer’s

The two businesses have worked together for more than 30 years.

In 2015, Campari America signed a distribution agreement spanning 23 markets with Southern Wine & Spirits of America, which later merged with Glazer’s to become Southern Glazer’s.

Two years later, Campari expanded the collaboration by signing over its distribution to Southern Glazer’s in 14 more markets.

Through these partnerships, the companies have focused on expanding their relationship ‘beyond the traditional supplier and distributor’ dynamic to help build Campari’s brands among ‘multicultural’ consumers.

“Southern Glazer’s has been a fantastic steward of the Campari portfolio for more than 30 years,” said Ugo Fiorenzo, managing director, Campari America.

“Following our expanded relationship announced in 2017, we’ve seen measurable growth across all channels, particularly in national accounts and the on-premise. We are confident that Southern Glazer’s is the right partner to help us continue on that trajectory.”

In May last year, the Italian drinks company created a division to grow its super-premium-and-above brands in the US market.

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