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On April 1, 2025, Italy’s Campari Group turned a new page in Canada by shifting its distribution to Southern Glazer’s Wine & Spirits (SGWS). This marks a departure from Campari’s past direct-distribution model – until now, Campari Canada managed sales and logistics in-house across provinces. The nationwide partnership with SGWS brings Campari’s iconic portfolio (from Aperol aperitif to Campari bitter and Forty Creek whisky) into the largest North American distributor’s network. Why would Campari hand the keys of its Canadian route-to-market to SGWS? Below, we dive into the strategic rationale, compare peer strategies, and explore what this move means for the industry.
Campari isn’t a newcomer in Canada. The company established Campari Canada (headquartered in Toronto) and over years built up 150 employees locally. A pillar of its Canadian presence is Forty Creek Distillery in Ontario – a premium Canadian whisky producer that Campari acquired in 2014. Forty Creek quickly became “the heart of Campari Canada”, anchoring a portfolio that also includes Appleton Estate rums, Grand Marnier liqueur, Aperol and Campari aperitifs, Wild Turkey bourbon, Espolòn tequila, SKYY vodka, and more. Until this year, Campari’s own team handled these brands’ distribution, working directly with provincial liquor boards and retailers.
Why change a direct model that gave Campari full control? In a word: scale. Canada’s liquor market is unique – government-run provincial boards dominate retail, requiring suppliers to navigate a patchwork of regulations and channels. By partnering with SGWS, Campari gains a coast-to-coast salesforce and an expert team already versed in provincial systems. Campari itself hinted that working with SGWS will “accelerate [its] growth” in Canada by leveraging “world-class sales expertise” and a “proven track record in brand building”. In short, Campari had built a solid foundation in Canada; now it’s enlisting a heavyweight partner to scale that house higher.
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Campari Orange cocktail – a simple mix of Campari and orange juice, reflecting the brand’s aperitif heritage and growth. Aperitifs like Campari and Aperol have gained global popularity, and Campari Group aims to accelerate such trends in Canada with SGWS’s on-the-ground execution.
Southern Glazer’s Wine & Spirits is no stranger to Campari. In the U.S., SGWS already distributes Campari’s portfolio, and the Canadian deal “build[s] on [this] existing successful relationship”. For Campari, aligning Canada with the same distributor as the U.S. promises smoother North American coordination – from marketing campaigns to key account management across borders. SGWS calls itself the “world’s preeminent distributor of beverage alcohol,” with operations in 47 U.S. states and Canada. In Canada specifically, SGWS has built a truly national infrastructure: a head office in Toronto, regional offices in British Columbia, Alberta, and Québec, and sales teams reaching all provinces. This footprint means 2,600+ retail outlets and 4,000+ on-premise venues serviced – a breadth Campari alone would be hard-pressed to cover so deeply.
Leadership voices from both companies underscore a shared vision. SGWS CEO Wayne Chaplin lauded the “powerful synergy” of “Campari’s premium brands combined with [SGWS’s] world-class sales expertise”, promising it will “elevate the beverage alcohol landscape in Canada.” Campari’s Managing Director for the Americas, Ugo Fiorenzo, echoed that SGWS’s “best-in-class route-to-market strategy and executional excellence” will help Campari “reach more consumers and strengthen our footprint in this important market.” Clearly, both sides see this as a win-win: Campari brings in-demand brands; SGWS brings muscle and market know-how. Together they intend to unlock growth through improved distribution execution, better retail shelf placement, on-premise penetration, and more efficient supply chain management (addressing any past logistical kinks).
From a brand strategy angle, Campari’s choice reflects a focus on core competencies. By outsourcing logistics and sales execution to SGWS, Campari can refocus its Canadian team on marketing, consumer engagement and innovation (e.g. launching new expressions or RTDs) while trusting SGWS to push volume. This aligns with Campari Group’s broader strategy of investing in “route-to-market excellence” and partnerships to drive organic growth. It’s also a proactive move to address challenges; for example, in late 2024 Campari faced supply constraints in its Jamaican rums portfolio, which dented Canadian sales. A distribution partner with SGWS’s clout may better navigate such issues through robust inventory management and trade relationships.
Canada punches above its weight in Campari’s global performance. In 2024, Campari Group’s global net sales reached €3.07 billion (with a +2.4% organic growth). The Americas region contributed 45% of those sales – nearly €1.4 billion – and Canada is a key piece of that Americas pie. While Campari doesn’t break out country-level figures publicly, it highlighted Canada’s outsized role in driving certain brand successes:
Meanwhile, Campari’s core namesake bitter Campari and other Italian aperitifs (like Cinzano or Averna) stand to benefit as SGWS pushes the portfolio – the aperitif and cocktail culture in Canada is still growing, and wider distribution can convert more consumers to Negronis and Americanos. On the other hand, challenges exist – Campari cited a Q4 2024 decline in Jamaican rums (Campari owns Appleton Estate and Wray & Nephew) due to supply issues. Fixing such pain points is a priority to resume growth for those brands in Canada’s rum segment.
In short, Canada is not an afterthought for Campari; it’s a critical market for some of its most profitable global brands. Ensuring those brands reach every potential consumer in Canada – whether in a cocktail bar in Vancouver or a liquor store in Halifax – is why Campari is making this strategic distribution bet.
Campari’s move invites comparison with how other global spirits players handle Canada. The industry offers multiple route-to-market models:
Distribution models of major spirits companies in Canada. Campari’s shift to a third-party (Southern Glazer’s) aligns it more closely with a partnership model, whereas larger rivals often maintain in-house or affiliate-based distribution.
Campari’s switch to Southern Glazer’s is somewhat unique among its direct competitors – it’s a full third-party outsourcing of national distribution. This approach is more common for small to mid-sized brands, but Campari is a top-6 global spirits company. The decision suggests Campari sees more benefit in leveraging SGWS’s scale and focus than in maintaining its own Canadian sales arm. By comparison, Diageo and Pernod Ricard’s Canadian businesses are larger (hence easier to justify keeping in-house), whereas Campari’s portfolio, while strong, may reap higher growth by tapping into SGWS’s broad platform. Notably, Campari had already been using brokers in smaller markets; now even a sizable market like Canada will be handled by an external partner – a sign of confidence in SGWS and a strategic prioritization of growth over control.
With SGWS at the wheel, what new opportunities can Campari seize in Canada? Several stand out:
Both companies have expressed optimism for “long-term success” and “accelerated growth” through this partnership. SGWS in Canada is led by President Doug Wieland, who stated that adding Campari “is a testament to the strength of our business relationship and shared vision for growth.” Notably, SGWS even created a dedicated Campari division in North America, appointing Jennifer Chaplin Tolkin as EVP & Managing Director for Campari within SGWS effective April 1, 2025. This level of commitment – essentially a team focused on Campari brands – bodes well for focus and attention on hitting ambitious targets.
Campari’s alliance with Southern Glazer’s in Canada underscores a people-first, brand-first strategy: rather than simply cutting costs, it aims to improve how Campari’s brands reach and delight Canadian consumers. By fully aligning with a distributor that prioritizes performance and brand building, Campari is doubling down on its strengths – product and marketing – and entrusting logistics to a proven expert. This is in line with Campari’s global mindset; 2024 was a year of modest organic growth under challenging conditions, and the group described 2025 as “a transition year” focusing on route-to-market optimization and resilience. The SGWS deal is a concrete step in that transition.
For industry observers and competitors, this move raises the question: Will others follow suit? As consolidation occurs at both supplier and distributor levels, partnerships like this could become more common if successful. Diageo and Pernod Ricard will certainly watch how Campari fares with an outsourced model. If Campari’s Canadian sales accelerate in 2025-26 – perhaps outpacing competitors – it might validate leveraging a giant like SGWS in markets outside the U.S. It also slightly shifts competitive dynamics: SGWS, which also distributes many competitor brands in the U.S., now has Campari in Canada, giving it a more comprehensive portfolio to compete against other brokers (like Breakthru Beverage or local agencies).
From a Canadian market perspective, provincial liquor boards and consumers likely won’t notice much disruption (the shelves will remain stocked), but over time they may see expanded offerings and promotions for Campari’s brands. For example, the LCBO could feature an “Italian Aperitivo” promo with Aperol and Campari more often, or consumers may find it easier to get their hands on Campari’s limited editions.
In summary, Campari’s decision to team with Southern Glazer’s is a forward-looking strategy born of necessity and opportunity. It aligns with a people-first approach to growth, ensuring that expertise (SGWS’s salesforce) is matched to where it can have the biggest impact (serving Canadian customers and retailers). Crucially, it reinforces Campari’s commitment to Canada as a priority market – one worthy of investment and specialized focus. As Campari Group reported, the Americas drove robust growth in 2024 and keeping momentum in Canada will be vital to hitting its targets. Now, with Southern Glazer’s as a partner, Campari is better positioned to toast its next Canadian success.
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