Southern Glazer’s Launches B2B eCommerce Experience ­’Proof’

Southern Glazer’s Wine & Spirits has unveiled Proof, its new business-to-business eCommerce platform.

Available at, the digital platform gives Southern Glazer’s customers 24/7 online ordering and account management, the company says. Customers can search Southern Glazer’s portfolio of brands, reorder favorites and browse and discover new products from anywhere and on any device.

“Proof is one more way Southern Glazer’s is responding to the changing marketplace, meeting the evolving needs of our customers, and giving our suppliers new ways to grow their businesses,” says Wayne E. Chaplin, CEO, Southern Glazer’s. “With this innovative new offering, we will be able to further strengthen customer relationships and become even better brand builders for our suppliers.” includes product ratings and reviews from Robert Parker, Wine Spectator and Whisky Advocate, customized product recommendations, food pairings and more. is currently available to customers in Indiana, Kentucky and Washington, and will be available to customers in Florida, Oregon and South Carolina on May 20. Additional markets will roll out throughout 2019.

“ enables our suppliers to showcase thousands of products, while giving our customers the ability to use smart search technology to find offerings perfectly suited for their businesses,” says Carlos Vigil, Vice President, Commercial Effectiveness, Southern Glazer’s Wine & Spirits. “We are truly setting the bar for a modern digital experience in the beverage industry.”


Southern Glazer’s has also deployed a new Proof customer relationship management platform for its sales team, the company says.

“This initiative reinforces our longstanding tradition of service and innovation, while enhancing the value proposition we bring to our customers and suppliers,” says John Wittig, Chief Transformation Officer, Southern Glazer’s Wine & Spirits. “ complements the service we provide to our customers through the most highly-trained and knowledgeable salesforce in the industry, with access to our world-class portfolio of brands just a few clicks away.”

Customers will receive the same pricing whether they order online, over the phone, or in person through their sales consultant, the company says.


  1. Southern Glazer’s is planning a massive lay off of sales consultants within the first two years of the Proof launch in their respective state. I know this because I worked on the launch and development of it. Wayne Chaplin is looking to go toe to toe with Amazon when they knock down the 3 tier distribution laws, currently in place in many states.


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