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Southern Glazer’s Wine & Spirits Proof® eCommerce Platform Exceeds its $3 Billion Revenue Milestone

– SGProof.com Continues to Transform the Digital Experience for Hospitality Industry Professionals


Southern Glazer’s Wine & Spirits (Southern Glazer’s)—the world’s preeminent distributor of beverage alcohol—today announced that its SGProof.com B2B eCommerce platform has passed the $3 billion revenue mark in 2022, following continued adoption among the Company’s customer base. Since its launch in 2019, Proof® has been transforming the way Southern Glazer’s sales team connects with and assists its customers, while also enabling restaurants, bars, retail stores and other beverage-focused organizations to search an extensive portfolio of brands, reorder favorites, and browse and discover exciting new products from anywhere and on any device.

“We will continue to invest in industry-leading functionality to equip our sales team and enhance the Proof® platform as we aim to strengthen the bond between Southern Glazer’s, our customers and suppliers in 2023 and beyond.” Tweet this

In 2022, more than 82,000 hospitality customers place orders on SGProof.com, purchasing more than 61,000 products and resulting in more than 17 million cases delivered. In addition, sales consultants were able to generate more than one million proposals through the platform, leading to millions of dollars in incremental sales and 70,000 new points of distribution in 2022.


The continued success of the Proof® digital ecosystem, which includes Commerce, Sales and Service capabilities, has been driven in part by ongoing technology enhancements that make it easier to do business with Southern Glazer’s. These include:

  • A new mobile experience with barcode scanning for easy ordering;

  • Smart recommendations helping customers with quick alternatives when items are out of stock;

  • Previously purchased and order history features that saves customers time for reordering frequently bought items;

  • Improved cart features that make it easier for customer to shop favorite items or save for later;

  • Enhanced search filters to help find diverse-owned brands, low proof items, specific supplier products and more; and

  • The ability to conveniently request delivery date changes.

In addition to benefits for customers and suppliers, Proof® empowers Southern Glazer’s sales teams to focus on what they do best – consultative selling and spending more time exposing and introducing customers to new brands and insights that help them grow their businesses. In addition, Southern Glazer’s Proof® Sales customer relationship management platform, created specifically for its sales team, gives the Company’s team of professional sales personnel valuable information to help them grow customers’ business. Additionally, Proof® Service contains a platform for the Southern Glazer’s customer advocacy team to enhance the customer experience. When used together, these powerful tools provide advanced data analytics and insights so Southern Glazer’s can respond faster and deliver better results for both customers and suppliers.


“We are thrilled with the way our sales consultants use Proof® to expand relationships with their customers and showcase our world-class portfolio of brands,” said John Wittig, Chief Commercial Officer, Southern Glazer’s. “We will continue to invest in industry-leading functionality to equip our sales team and enhance the Proof® platform as we aim to strengthen the bond between Southern Glazer’s, our customers and suppliers in 2023 and beyond.”


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 2022, Southern Glazer’s was listed as one of Forbes Best Employers for Diversity. 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 Facebook, Twitter and Instagram @sgwinespirits.

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