Southern Glazer’s Wine & Spirits Completes Acquisition of Eagle Rock Distributing Co.
Southern Glazer’s Wine & Spirits, the world’s largest distributor of beverage alcohol and a leading total beverage distributor, has officially completed its acquisition of substantially all the assets of Eagle Rock Distributing Co.’s Colorado operations. The transaction marks a significant milestone in Southern Glazer’s long-term growth strategy and further strengthens its position in the Colorado beverage market by expanding its portfolio, customer reach, and distribution capabilities.
The acquisition enables Southern Glazer’s to significantly broaden its beverage offerings in Colorado while reinforcing its commitment to providing retailers, restaurants, hospitality businesses, and other customers with a comprehensive portfolio that spans alcoholic beverages, non-alcoholic drinks, energy beverages, premium water, and ready-to-drink products.
Strengthening Southern Glazer’s Presence in Colorado
The completion of the acquisition represents more than just an expansion of distribution operations. It reflects Southern Glazer’s continued investment in becoming a true total beverage distributor capable of serving evolving consumer preferences across multiple beverage categories.
Through the transaction, Southern Glazer’s now assumes distribution responsibilities for a wide range of brands that were previously managed by Eagle Rock’s Colorado operations. This expanded portfolio provides customers throughout Colorado with greater product variety while creating additional opportunities for suppliers seeking stronger market access.
Colorado has become one of the nation’s most dynamic beverage markets, driven by growing demand for premium beers, flavored malt beverages, ready-to-drink cocktails, hard seltzers, energy drinks, and healthier beverage alternatives. The acquisition positions Southern Glazer’s to capitalize on these trends while improving service levels and supply chain efficiency.
Expanded Portfolio Includes Leading National Brands
One of the most significant advantages of the acquisition is access to an extensive collection of well-known beverage brands across multiple categories.
Southern Glazer’s will now distribute the complete portfolio of Anheuser-Busch products currently available throughout Colorado. This includes some of the country’s most recognizable beer brands, including:
- Michelob ULTRA
- Busch Light
- Budweiser
- Bud Light
These flagship brands remain among the highest-selling beers in the United States and continue to generate strong demand across retail stores, restaurants, bars, convenience stores, and entertainment venues.
Beyond traditional beer, the acquisition also strengthens Southern Glazer’s position in rapidly expanding beverage segments.
Consumers are increasingly choosing ready-to-drink cocktails, flavored alcoholic beverages, and hard seltzers, making these categories major drivers of industry growth. Southern Glazer’s now expands its presence with products including:
- Cutwater Spirits
- NÜTRL Vodka Seltzer
- BeatBox Beverages
These brands have experienced significant popularity as consumers seek convenient, portable, and premium beverage options.
Entering Fast-Growing Energy and Non-Alcoholic Categories
The acquisition also supports Southern Glazer’s strategy of becoming a true total beverage distributor by expanding beyond alcoholic beverages.
The Colorado portfolio now includes Phorm Energy, Anheuser-Busch’s energy drink line, allowing the company to participate in one of the fastest-growing segments within the beverage industry.
In addition to energy drinks, Southern Glazer’s will distribute products from numerous well-established beverage companies, including:
- Tilray Brands
- Talking Rain Beverage Company
- AriZona Beverages
- Novamex
- Essentia Water
- Nestlé
- Station 26 Brewing Co.
- Happy Dad
The addition of these brands creates a more balanced product offering that serves multiple retail channels and meets changing consumer preferences for hydration, functional beverages, premium sparkling drinks, and specialty products.
Leadership Highlights Strategic Importance
Wayne E. Chaplin, President and Chief Executive Officer of Southern Glazer’s Wine & Spirits, described the completion of the transaction as an important milestone in strengthening the company’s beverage capabilities throughout Colorado.
According to Chaplin, Eagle Rock’s established portfolio, experienced workforce, and long-standing customer relationships make the acquisition a natural fit with Southern Glazer’s growth strategy. He emphasized that the company looks forward to building on Eagle Rock’s strong foundation while expanding opportunities for suppliers and customers across the state.
The leadership team views the acquisition as part of a broader strategy aimed at delivering a comprehensive beverage solution capable of serving multiple categories under one distribution network.
Experienced Executives Appointed to Lead Colorado Operations
To support future expansion, Southern Glazer’s has announced new executive appointments for its Colorado operations.
Jeffrey Gerali has been named Senior Vice President and General Manager of Southern Glazer’s Beverage Company of Colorado.
Gerali brings extensive industry experience to the role. Prior to joining Southern Glazer’s, he served as Senior Commercial Director at Anheuser-Busch, where he helped oversee commercial strategy and market development. Earlier in his career, he also held sales leadership positions at PepsiCo, providing him with broad expertise across both alcoholic and non-alcoholic beverage sectors.
In his new role, Gerali will oversee Colorado operations while reporting to Mark Chaplin, President of Commercial Sales at Southern Glazer’s Wine & Spirits.
The company has also appointed Jason Charboneau as Senior Vice President of Sales for Southern Glazer’s Beverage Company of Colorado.
Charboneau joins the Colorado leadership team after serving as Senior Vice President of Beer and Non-Alcoholic Beverage operations in Nevada. During nearly two decades with Southern Glazer’s, he has held numerous leadership positions focused on sales strategy, commercial development, and supplier partnerships.
Together, Gerali and Charboneau are expected to guide Southern Glazer’s Colorado operations through the integration process while supporting continued business growth.
Enhanced Opportunities for Customers and Suppliers
Mark Chaplin, President of Commercial Sales at Southern Glazer’s Wine & Spirits, noted that the acquisition significantly improves the company’s ability to serve customers with a broader beverage portfolio spanning multiple high-growth categories.
He explained that Eagle Rock’s established presence in Colorado complements Southern Glazer’s existing capabilities, creating additional opportunities for suppliers seeking expanded distribution as well as customers looking for a wider selection of products through a single distributor.
The acquisition also improves Southern Glazer’s route-to-market strategy by expanding logistics capabilities throughout Colorado. Retailers and hospitality businesses are expected to benefit from greater product availability, streamlined ordering processes, and enhanced service across urban and rural markets alike.
Continuing Operations Without Disruption
Southern Glazer’s confirmed that business operations will continue from Eagle Rock’s existing Colorado facilities.
Maintaining current operational locations allows the company to ensure continuity for customers while minimizing disruption during the transition period. Supplier products will immediately begin moving through Southern Glazer’s expanded distribution network, helping maintain reliable deliveries across all Colorado markets previously served by Eagle Rock.
The company intends to leverage its national infrastructure, technology platforms, logistics expertise, and commercial resources to further strengthen customer service while supporting future market growth.
Eagle Rock Expresses Confidence in the Transition
Mike Economos, President of Eagle Rock Distributing Co., expressed confidence that Southern Glazer’s is well positioned to continue building upon the business established by Eagle Rock’s Colorado team.
He praised the dedication and accomplishments of Eagle Rock employees and stated that Southern Glazer’s scale, operational expertise, and collaborative approach make it the right organization to support long-term success for suppliers, customers, and employees throughout Colorado.
Supporting Long-Term Growth
The successful completion of the acquisition reinforces Southern Glazer’s broader vision of becoming the industry’s leading total beverage distributor. By expanding its portfolio across alcoholic and non-alcoholic categories while strengthening distribution infrastructure and leadership, the company is better equipped to respond to evolving consumer demand and supplier needs.
As beverage preferences continue to diversify, Southern Glazer’s investment in Colorado demonstrates its commitment to delivering comprehensive distribution solutions, supporting supplier growth, and providing customers with access to one of the industry’s broadest beverage portfolios. The acquisition also positions the company for continued expansion as it strengthens relationships across Colorado’s retail, hospitality, and foodservice sectors while building a more integrated and efficient beverage distribution network.
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