SGWS Proof Reaches One Million Points of Distribution

Southern Glazer’s announced that it has achieved the milestone of one million new points of distribution. Through the Proof® digital ecosystem, which includes Proof® Sales, Service and Commerce platforms, Southern Glazer’s is enhancing the way customers can find new products, increasing exposure for supplier brands and enabling its salesforce to build value-added consultative selling relationships.  Proof® was launched in 2019 as part of Southern Glazer’s digital strategy to provide the tools and experiences its front-line heroes, customers and suppliers expect, and need, to be successful.

“This is a sweep; a trifecta,” commented John Wittig, Chief Commercial Officer, Southern Glazer’s Wine & Spirits. “It’s a win for our suppliers, whose products are getting new distribution; a win for our customers, who are discovering the depth and breadth of our portfolio; and a win for our sales consultants, who are making more and expanding their relationships with customers.” is an industry leading, B2B eCommerce platform that gives Southern Glazer’s customers the convenience of 24/7 online ordering and account management. Customers can search Southern Glazer’s extensive portfolio of brands, reorder favorites, and browse and discover exciting new products from anywhere and on any device. Proof® also provides suppliers a platform to showcase thousands of their products. 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.


This latest milestone follows an announcement from January of this year that Proof® had generated more than $1 billion in revenue and is now serving more than 100,000 customers since its launch in 2019.

“This is a remarkable demonstration of our incomparable salesforce using our industry-leading electronic commerce platform to attain outstanding results for the suppliers whose products we sell,” explained Gene Sullivan, Chief Sales & Marketing Officer, Southern Glazer’s Wine & Spirits.  “We have always said that Proof® would free our sales consultants to do what they do best – sell – and this is the validation of that philosophy. We are just at the beginning and the next million new points of distribution is not far away.



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