Sprinter Spirits, the ready-to-drink (RTD) brand founded by Kylie Jenner, is to be distributed in the US by Southern Glazer’s Wine and Spirits.
The Miami and Dallas-based distributor will now handle the brand in 31 markets in the US.
The deal sees Sprinter join 818 Tequila as a distribution partner of Southern Glazer’s Wine and Spirits, a brand founded by Kylie's sister, Kendall Jenner.
818 Tequila was founded by Kendall Jenner in 2021, while the Sprinter RTD was launched in March by Kylie.
Last month, 818 Tequila and Sprinter set up a vehicle to support the brands’ sales and marketing.
The co-owned Calabasas Beverage Co. is a “commercial front end” representing both brands.
Commenting on the distribution deal, Sprinter and Calabasas Beverage Co. CEO Mike Novy said: “Sprinter is the most delicious RTD vodka soda on the market, and we know that tapping into Southern Glazer’s premier route-to-market capabilities and proven best-in-class execution will drive efficiencies and continued success for Sprinter.”
Sprinter founder Kyle Jenner 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".
Just Drinks has asked Southern Glazer's and Sprinter to confirm when the deal comes into effect, as well as who previously handled Sprinter's US distribution.
Last week, Southern Glazer's announced a series of capital and resource investments.
These include injecting an unknown sum into new distribution centers in Louisiana, Missouri, Nevada and South Carolina. The group has also invested in a facility in Kentucky for its Ankaa Global Logistics subsidiary, which launched in 2023.
David Chaplin, chief growth officer added that the group is also in the process of building a team of more than 350 people "to support a new product and platform operating model for the company to effectively build, design, scale, and operate best-in-class digital solutions.”
Southern Glazer's did not respond to requests for comment on the size of the investments at the time of writing.
Wayne E. Chaplin, Chief Executive Officer of Southern Glazer’s said in a statement: “We are making these investments now despite soft market conditions to position us for when the environment bounces back.
"To ensure we keep pace with evolving needs of our customers and suppliers in the rapidly changing wine and spirits industry, our functional leadership teams are collaborating and have begun to implement the resources and capital required to successfully execute against the first wave of our strategic initiatives.”
