Southern Glazer's Hybrid Sales Strategy to Include Digital Optimizations
Southern Glazer’s Wine & Spirits recently announced the company is overhauling its commercial service model for its U.S. network, refining its sales approach with AI-enabled tools.
David Chaplin, chief growth and strategy officer, recently shared details with CGT, stating that the new service model will be supported by "best-in-class technology, tailored capabilities and insights," with capabilities integrating with and amplifying one another.
He says sales consultants who actively use digital tools alongside their customer relationships are growing 7 percentage points faster than their counterparts.
This effort includes further investments in the digital capabilities of its proprietary Proof Sales and Commerce platform, which Chaplin says was purpose-built for the three-tier beverage alcohol system.
Proof uses AI functionality across search, the re-ordering process and customer tailored recommendations. The company is also scaling its automated payments capabilities through AutoPay functionality which aligns with its goal of simplifying processes for its customers.
Also: Southern Glazer’s to optimize inventory with autonomous robot deployment
"We have experienced adoption and growth of revenue through Proof, currently growing revenue approximately 7% YTD in 2026, and in June alone Proof Commerce grew at 14.5%," he says.
Additionally, the company is also using a proprietary desktop-based consultants’ enablement platform it calls Atlas HQ, which equips inside sales team members and representatives of the newly formed customer solutions team with AI-enabled tools, data and guidance needed to manage their account books more effectively.
"Atlas HQ consolidates ordering, opportunities and account management into a single platform," says Chaplin. "Sales representatives operating within Atlas HQ receive AI-powered recommendations that surface the highest-priority customer actions, identify reorder opportunities and flag accounts showing changes in order behavior."
The company is also implementing the mobile version of this platform, which extends the same data and AI capabilities to field sales consultants at the point of customer interaction. This also includes ordering, goal tracking and progress, opportunity management and identification, deals, and account management.
"This is designed to work hand in hand with Proof Commerce, where we are moving self-service and basic reorders to Proof, while tools like Atlas better support the field sales force in higher-value activities," said Chaplin.
