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Kylie Jenner signs Sprinter distribution deal with Southern Glazer’s
US-based distributor Southern Glazer’s Wine & Spirits has signed a national distribution agreement with Kardashian sister and make-up mogul Kylie Jenner’s Sprinter Spirits brand.
Southern Glazer’s will distribute the ready-to-drink (RTD) vodka soda brand in a total of 31 markets as part of the new national agreement.
The family-owned distribution company has operations in 44 US states, the District of Columbia, and Canada, as well as brokerage operations through its WEBB Banks division in the Caribbean, Central and South America. The company did not reveal which markets the Sprinter brand will be available in.
Having conquered the beauty industry with her Kylie Cosmetics brand, worth US$750 million, Jenner turned to drinks in May 2024 with the launch of her vodka RTD.
In heading up her own drinks venture, Kylie joined her sister Kendall Jenner, whose 818 Tequila launched in the US in in May 2021 before expanding into the UK, Caribbean, Canada, China and most recently, Dubai.
The pair have since come together to launch sales venture Calabasas Beverage Company. The business, created to be a “commercial front end” representing both sisters’ brands, launched in early July. The strategic move aims to provide both companies with shared sales and marketing resources to streamline operations and enhance their market presence.
Calabasas Beverage Company’s first move has been the partnership between Sprinter and Southern Glazer’s, which has been distributing 818 Tequila since its launch in 2021.
Mike Novy, CEO of the Calabasas Beverage Company, said the new national distribution deal would allow Sprinter to tap into Southern Glazer’s “premier route-to-market capabilities and proven best-in-class execution” to “drive efficiencies and continued success for Sprinter”.
Kylie Jenner commented that she was excited to be “consolidating distribution support for Sprinter Spirits and 818 Spirits with Southern Glazer’s”.
She added: “I have loved working with my sister, Kendall, and learning from her experience in the spirits industry, especially as a female founder in an industry that has historically been more male dominated. Now that Sprinter and 818 are both backed by Southern Glazer’s, both brands will continue to grow and reach new consumers together.”
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