The expansion covers a diverse portfolio including Ben Holladay Bourbon, Holladay Soft Red Wheat Bourbon, Five Farms Irish Cream, Tequila Rose, and Broker’s Gin. Southern Glazer’s will now manage these brands in Alabama, Iowa, Maine, Mississippi, New Hampshire, North Carolina, Ohio, Utah, Vermont, Virginia, West Virginia, and Wyoming. This move builds on an existing agreement that already covers 15 open states, such as Missouri, Texas, and Illinois.

Patrick Fee, Vice President of Sales & Marketing at Holladay, noted that the collaboration provides retail and on-premise partners with the execution support necessary to reach more consumers. Kirt Clemens, President of Control States for Southern Glazer’s, stated that the distributor intends to leverage its local market expertise to build momentum for the historic distillery’s brands. Founded in 1856, Holladay Distillery remains the oldest operating distillery west of the Mississippi, currently focusing on premium innovation while maintaining its traditional rickhouse aging processes.