Southern Glazer’s Wine & Spirits will distribute Horse Soldier Bourbon across the company’s U.S. footprint.
This brand was launched by former Green Berets who went into Afghanistan on horseback following the events of 9/11.
The distribution plan will scale up availability of the fast-growing brand as part of Southern Glazer’s new Fine Wine and Artisanal Spirits strategy, and its national alignment with Foley Family Wines.
Southern Glazer’s new Fine Wine and Artisanal Spirits strategy is meant to enhance its route-to-market, and revolutionize the company’s consultative sales approach for fine wine and craft spirits customers, the company says
“Craft and artisanal spirits play an important role in driving innovation in our industry, and we’re excited to bring Horse Soldier Bourbon into the Southern Glazer’s network to help them further accelerate growth in the U.S.,” says Ray Lombard, Executive Vice President, Supplier Management & Business Development. “While the brand has a compelling backstory, its long-term success truly lies with the exceptional quality of the products. We are confident that with our expertise, Southern Glazer’s can help create even more commercial growth opportunities for Horse Soldier Bourbon.”
In 2019, Foley Family Wines and Horse Soldier Bourbon formed a strategic marketing and distribution alliance to leverage the strength of both organizations.
“During our partnership, Horse Soldier Bourbon proved to be one of the fastest growing ultra-premium brands in the industry,” says Bill Foley, Chief Executive Officer of Foley Family Wines. “Together with Southern Glazer’s, we believe Horse Soldier Bourbon is poised to make history.”
Horse Soldier Bourbon is non-chill filtered. The brand is available in three permanent SKUs — Premium, Signature and Reserve. There is also an annual limited-edition Commanders Select.
“Horse Soldier Bourbon is excited to start this new chapter,” says John Koko, Chief Executive Officer of Horse Soldier Bourbon. “We understand the importance of building a good team with a shared mission. From the mountains of Afghanistan to the rolling hills of Kentucky, there is one thing we have seen time and time again — you are only as good as the company you keep.”
