Paul Basford, Chief Commercial Officer, stated: "We have an iconic portfolio, and this new strategy allows us to sharpen our focus by partnering with some of the most respected distributors in the industry, aligning on common goals and taking advantage of every growth opportunity."
As part of the transformation, two new business divisions have been introduced:
The RTD division, dedicated to the rapidly growing ready-to-drink beverage category, with new partnerships with Reyes Beverage Group, Crescent Crown, and their network partners in seven states.
The GEM division, focused on growing the next generation of high-potential brands. This division will use a state-specific distribution model, featuring Crescent Crown and Johnson Brothers/Maverick, Breakthru, Heidelberg, and Martignetti.
