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Bacardi First to Launch Holiday eCommerce Ad Campaign with Southern Glazer’s Wine & Spirits

Tuesday, December 17, 2019

Leverages Southern Glazer’s Industry Leading Proof™ eCommerce Platform to Promote GREY GOOSE® vodka and BACARDÍ® Coquito in December

MIAMI--(BUSINESS WIRE)-- Southern Glazer's Wine & Spirits (Southern Glazer's)—the world’s preeminent distributor of beverage alcohol—today announced that Bacardi, the world’s largest privately held spirits company, has launched the first of its kind holiday advertising campaign on Southern Glazer’s Proof™ digital B2B eCommerce platform, promoting GREY GOOSE® vodka and BACARDÍ® Coquito – a limited edition holiday take on coconut cream liqueur – to the trade. Bacardi is the first spirits brand to utilize the full capability of, with marketing across Homepage, Sub Category, Search, and Cart sections of the e-Commerce platform. Launched December 1 and running through the end of the month, Bacardi ads on place its brands directly in front of the most influential audience in the spirits business – the people making the beverage buying decisions at thousands of restaurants, bars, and retail stores during the important holiday season.

This press release features multimedia. View the full release here:

GREY GOOSE® vodka holiday eCommerce ad campaign featured on Southern Glazer's Proof™ digital B2B eCommerce platform. (Photo: Business Wire)

GREY GOOSE® vodka holiday eCommerce ad campaign featured on Southern Glazer's Proof™ digital B2B eCommerce platform. (Photo: Business Wire), which first launched in April 2019, enables suppliers to showcase thousands of products to Southern Glazer’s extensive base of customers who are ordering through the platform. The new supplier advertising program on the site takes that to a new level, giving suppliers an additional vehicle to significantly raise awareness and drive sales.

The GREY GOOSE ads, targeted at both on- and off-premise customers, includes a homepage takeover and advertising integration throughout on all 19 U.S. market sites where the website is live. The holiday-themed creative encourages buyers to stock up and provide their customers with the opportunity to “Give Victoriously” with a super-premium vodka option. Limited Edition BACARDÍ Coquito is promoted as a gifting opportunity to off-premise accounts in Florida, with targeted advertising on the Florida market website.

“At Bacardi, we have a ruthless focus on digital commerce and innovation and are excited to be the first company to launch national holiday campaigns on,” said Lorran Cosby, Vice President, Digital Commerce, Bacardi North America. “The platform allows us to be smarter and more strategic with our marketing dollars while reaching the right customers at the right time. One example is with the BACARDÍ Coquito as allows us to place it front and center of customers in Florida, where it is now available, just in time for the holiday celebrations.”

“ reaches a wide array of retailers across SGWS’ national footprint,” commented John Wittig, Chief Transformation Officer, Southern Glazer’s. “This highly targeted universe provides a new set of data and insights that is invaluable to our suppliers in their brand-building efforts across markets. We, alongside our supplier partners, look forward to leveraging the investment in our B2B site, which is unmatched in its rich content and measurable insights.” gives Southern Glazer’s customers the convenience and control of 24/7 online ordering and account management. Customers can search Southern Glazer’s extensive portfolio of brands, reorder favorites, and browse and discover exciting new products from anywhere and on any device. is currently available in 19 U.S. markets and will be available across Southern Glazer’s remaining North American footprint in the first quarter of 2020. Southern Glazer’s customers or those interested in becoming a Southern Glazer’s customer can learn more about Proof™ at

About Southern Glazer’s Wine & Spirits

Southern Glazer’s Wine & Spirits is the world’s pre-eminent distributor of beverage alcohol, and proud to be a multi-generational, family-owned company. The Company has operations in 44 U.S. states and the District of Columbia, Canada, and the Caribbean, and employs nearly 22,000 team members. Southern Glazer’s urges all retail customers and adult consumers to market, sell, serve, and enjoy its products responsibly. For more information visit Follow us on Twitter and Instagram @sgwinespirits and on Facebook at

Press Contacts:
Southern Glazer's Wine and Spirits, LLC
Cindy Haas
Vice President, External Communications & CSR
Office: (305) 625-4171, ext. 1166
Mobile: (786) 498-7640

Southern Glazer's Wine and Spirits, LLC
Jennifer Hanlon
Communications Manager
Office: (305) 625-4171, ext. 1534
Mobile: (305) 898-9982

Source: Southern Glazer’s Wine & Spirits


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