Bacardi Moves to Reyes in 11 States

Reyes Beverage Group will assume responsibility for the Bacardi portfolio, for the first time, in an agreement that covers Arizona, California, Colorado, District of Columbia, Florida, Hawaii, Louisiana, Maryland, Oklahoma, South Carolina and Texas, Bacarfdi Ltd. said.

Southern Glazer’s Wine & Spirits will continue to serve as distributor or broker of the Bacardi portfolio in 36 states including Illinois, Michigan, New York, Ohio, Pennsylvania, and Virginia.

“Growth is never achieved alone, and success depends on the strength of the partnerships behind it. We are excited to share the next chapter with strong partners who, like Bacardi, are family owned and who build their businesses with a long-term view,” says Tony Latham, Regional President for Bacardi North America.

“Southern Glazer's Wine & Spirits is a trusted and valued partner and their contribution to our momentum cannot be overstated. We’re pleased to continue our relationship with them. Meanwhile, the addition of Reyes Beverage Group to our distributor network represents an important milestone towards creating new opportunities in the years ahead.”

“We are proud of our longstanding relationship with Bacardi and all that our companies have accomplished together over the last decade,” says Wayne E. Chaplin, President & CEO, Southern Glazer’s Wine & Spirits. “We look forward to building on that success across the 36 markets Southern Glazer’s will continue to serve as the largest distributor for Bacardi by volume in the U.S., bringing our market expertise, strong customer relationships, and exceptional execution to drive growth for their iconic brands.”

"We are honored Bacardi USA has selected Reyes Beverage Group as its strategic partner across these 11 key markets," says Tom Day, Chief Executive Officer of Reyes Beverage Group. "This opportunity reflects the confidence our partners have in our people, our capabilities and our commitment to elite execution. Following a transformational year for our business, we are grateful for the trust Bacardi has placed in us and excited to begin this next chapter together. With the deep local market expertise and proven ability to execute at scale, we are ready to drive growth and create long-term value for Bacardi, our customers and the communities we serve.”