Diageo Settles Distribution In Four More States
Diageo has settled its distribution in four more US states: South Carolina, Delaware, North Dakota and South Dakota. The Diageo moves continue to unify ex-Seagram brands into the Diageo distribution fold, as well some ex-Heublein brands from before the Diageo merger. Diageo has partnered with LVMH in each of these four states except South Carolina.
In Delaware, Diageo and LVMH have tapped Century Wine & Spirits, which already handled key Diageo and LVMH brands Gordon's, Baileys, Johnnie Walker, Hennessy, Moet & Chandon, Grand Marnier, and Ruffino. Century now also gains ex-Seagram brands Crown Royal, Captain Morgan and Sterling Vineyards, as well as ex-Heublein brands Jose Cuervo, Smirnoff and Beaulieu Vineyards.
In South Carolina, Diageo and LVMH are going their separate ways. Diageo appointed Ben Arnold-Sunbelt, the Charmer/Sunbelt-managed partnership which already handled Captain Morgan, Crown Royal, Smirnoff, Jose Cuervo and Baileys. It now also gets Gordon's, Johnnie Walker, Beaulieu and Sterling. LVMH, meanwhile, has tapped Southern Wine & Spirits of South Carolina. Southern has its own agreement with LVMH subsidiary Schieffelin, and will keep LVMH brands Hennessy, Chandon, Moet & Chandon, Dom Perignon, Grand Marnier and Ruffino in South Carolina. The situation is similar to Illinois, where Diageo brands this summer moved out of Southern and into Wirtz, while Southern kept the LVMH brands (Impact July 15).
In North Dakota, Diageo and LVMH named Northwest Beverages as their distributor. Northwest already had Smirnoff, Jose Cuervo, Johnnie Walker, Dom Perignon, Hennessy, Grand Marnier, Ruffino and Beaulieu Vineyard. It now gains ex-Seagram brands Captain Morgan, Crown Royal and Sterling Vineyards. In South Dakota, Famous/Western Wholesale got the nod, and that was no change as Famous/Western already had the Diageo spirits portfolio, Diageo Chateau & Estate wines and the LVMH spirits and wine portfolio. In all, Diageo has now completed its US wholesale realignment in 38 states plus Washington DC, accounting for about 80% of the market.
