Southern Glazer’s Wine & Spirits said it will distribute Horse Soldier Bourbon, an ultra-premium brand produced by former Green Berets who went into Afghanistan on horseback following the events of 9/11, across its U.S. footprint.
The distribution plan will scale up availability of the fast-growing brand as part of Southern Glazer’s new Fine Wine & Artisanal Spirits strategy, and its national alignment with Foley Family Wines to enhance its route-to-market and revolutionize the Company’s consultative sales approach for fine wine and craft spirits customers.
“Craft and artisanal spirits play an important role in driving innovation in our industry, and we’re excited to bring Horse Soldier Bourbon into the Southern Glazer’s network to help them further accelerate growth in the U.S.,” said Ray Lombard, Executive Vice President, Supplier Management & Business Development. “While the brand has a compelling backstory, its long-term success truly lies with the exceptional quality of the products. We are confident that with our expertise, Southern Glazer’s can help create even more commercial growth opportunities for Horse Soldier Bourbon.”