Bacardi Launches Holiday ECommerce Ad Campaign With SGWS

Southern Glazer’s Wine & Spirits and Bacardi have launched a holiday advertising campaign on Southern Glazer’s Proof digital B2B eCommerce platform, promoting Grey Goose vodka and Bacardi Coquito to the trade.

Bacardi is the first spirits brand to utilize this way, with marketing across Homepage, Sub Category, Search and Cart sections of the e-Commerce platform.

Launched December 1 and running through the end of the month, Bacardi ads on place its brands in front of an important audience in the spirits business – the people making the beverage-buying decisions at thousands of restaurants, bars and retail stores during the holiday season.

Advertisement, which first launched in April 2019, enables suppliers to showcase thousands of products to Southern Glazer’s base of customers who are ordering through the platform.

The holiday-themed creative encourages buyers to stock up and provide their customers with the opportunity to “Give Victoriously” with a super-premium vodka option, Grey Goose.

The Limited Edition Bacardi Coquito is promoted as a gifting opportunity to off-premise accounts in Florida, with targeted advertising on the Florida market website.


“At Bacardi, we have a ruthless focus on digital commerce and innovation and are excited to be the first company to launch national holiday campaigns on,” says Lorran Cosby, Vice President, Digital Commerce, Bacardi North America. “The platform allows us to be smarter and more strategic with our marketing dollars while reaching the right customers at the right time. One example is with the Bacardi Coquito as allows us to place it front and center of customers in Florida, where it is now available, just in time for the holiday celebrations.” is currently available in 19 U.S. markets and will be available across Southern Glazer’s remaining North American footprint in the first quarter of 2020.


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