Southern Glazer’s Opens $21 Billion Portfolio to Provi’s Online Marketplace After Legal Dispute

Southern Glazer’s Wine & Spirits and Provi announced on October 15 that they have reached a settlement in their ongoing litigation. The agreement allows Provi’s online marketplace to serve as a permitted ordering platform for Southern Glazer’s beverage alcohol portfolio. The joint statement was released from Miami and Chicago, the respective headquarters of Southern Glazer’s and Provi.

The dispute between the two companies began when Southern Glazer’s, the largest distributor of beverage alcohol in the world, challenged Provi’s role as an intermediary in the ordering process for wholesale alcohol. Provi operates the largest B2B digital marketplace for the beverage alcohol industry in the United States, connecting buyers, distributors, and suppliers through its online platform. The legal conflict centered on how orders for Southern Glazer’s products could be placed by retailers using Provi’s system.

With the settlement, Southern Glazer’s has agreed to recognize Provi’s marketplace as an approved method for retailers to order from its portfolio. This decision is expected to streamline the ordering process for thousands of on- and off-premise buyers across the country. Provi’s platform, which is active in all U.S. markets, aims to simplify communication and improve efficiency between retailers and distributors.

Industry observers note that this resolution could have a significant impact on how beverage alcohol is ordered and distributed nationwide. By allowing its products to be ordered through Provi, Southern Glazer’s is acknowledging the growing importance of digital marketplaces in the wholesale alcohol sector. Retailers interested in accessing Southern Glazer’s offerings can now do so directly through Provi’s online portal.

Southern Glazer’s operates in 47 U.S. markets and Canada, with additional brokerage operations in the Caribbean, Central and South America. The company has been recognized for its workplace diversity and commitment to responsible marketing and consumption. Provi, meanwhile, continues to expand its suite of services, which includes the Beverage Media properties and SevenFifty Daily, an industry publication.

The settlement marks a new chapter for both companies as they adapt to changes in how beverage alcohol is bought and sold in the United States. The terms of the agreement were not disclosed, but both parties expressed satisfaction with the resolution and a commitment to serving the needs of retailers and suppliers in the evolving marketplace.