Southern Glazer’s Wine & Spirits Launches New Digital Marketing Company, DRAM Agency, to Help Suppliers Maximize eCommerce Strategies

Southern Glazer's Wine & Spirits (Southern Glazer's)—the world’s preeminent distributor of beverage alcohol—today announced it has formed a new affiliated company, DRAM Agency, to provide digital marketing consulting and services to wine and spirits suppliers looking to activate or accelerate their eCommerce strategies. DRAM stands for the Digital Revolution of Alcohol Marketing and the team behind the agency possesses a broad arsenal of experience within digital marketing operations and across all facets of eCommerce relating to wine and spirits. The DRAM Agency is a centralized resource for Southern Glazer’s strategic suppliers to access digital tools and solutions, data and education around eCommerce, and the tremendous growth opportunities for brands that exist in the digital marketplace. Similar to the origins of the word dram referring to a single pour of whisky, DRAM Agency is a single source of best practices in online marketing for the wine and spirits industry.

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DRAM Agency logo (Photo: Business Wire)

Over the course of 2021, DRAM Agency has been working with Southern Glazer’s suppliers of all sizes to provide access to key platforms and equip them with the necessary tools and information to maximize media effectiveness. The agency has already executed digital marketing campaigns for nearly 200 brands representing over 60 suppliers. DRAM Agency is also helping to foster innovative activation opportunities by vetting new and emerging platforms and creating pathways to test and learn.

“With this new agency service, Southern Glazer’s can provide industry-leading data and analytics, as well as media buying power to increase the efficacy of suppliers’ digital strategies and improve share of shelf across digital platforms,” said Nathan Mansperger, Vice President, B2C eCommerce, Southern Glazer’s. “Whether a supplier is at the beginning of their eCommerce journey or looking to take it to the next level, DRAM Agency is equipped and ready to ensure wine and spirits brands are in the best position to maximize return on investments across digital channels and platforms.”

Working as a dedicated resource or as a complement to an existing supplier digital marketing team, DRAM Agency can assist with 4^th-tier activation strategies such as online display advertising, digital out of home advertising, optimizing online content, and how to leverage other new eCommerce technologies to drive traffic and conversion for brands online. Suppliers can also benefit from the DRAM Agency team’s in-depth understanding of beverage alcohol compliance and regulation to navigate both complexities and opportunities available for wine and spirits brands online, making the agency a unique and strategic resource for anyone looking to keep pace with today’s ever-changing digital ecosystem.

“Southern Glazer’s has invested significantly in the digital marketing space by bringing in the best available talent and curating innovative eCommerce partnerships to create the strongest capability in the industry,” added David Chaplin, Chief Growth Officer, Southern Glazer’s. “The new DRAM Agency brings a distinctive service offering to our suppliers to ensure they win at the digital point of purchase and grow sales and market share across e-retail channels.”

For an overview of DRAM’s offerings and capabilities, suppliers can email - sgwsb2cecommerceteam@sgws.com.

About Southern Glazer’s Wine & Spirits

Southern Glazer’s Wine & Spirits is the world’s preeminent distributor of beverage alcohol, and proud to be a multi-generational, family-owned company. The Company has operations in 44 U.S. states, the District of Columbia, and Canada. In 2021, Southern Glazer’s was selected as a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal, as well as named by Newsweek as a Top 100 Most Loved Workplace. Southern Glazer’s urges all retail customers and adult consumers to market, sell, serve, and enjoy its products responsibly. For more information visit www.southernglazers.com. Follow us on Twitter and Instagram @sgwinespirits and on Facebook at Facebook.com/SouthernGlazers.

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