The News
Lucas Bols USA, a North American subsidiary of a major distilled spirits company, has completed a strategic change in its distribution network. The company will transition to four new distributor partners: Johnson Brothers, Martignetti Companies, Reyes Beverage Group, and Southern Glazer's Wine & Spirits, effective June 1, July 1, and the close of the transaction from Republic National Distributing Company (RNDC). The new distribution network covers specific regions in various U.S. states.
Lucas Bols’ newest rollout shows how a heritage‑driven brand is reshaping its distribution strategy for today’s premium spirits market. It looks at how the company’s 1,575‑year history informs partner selection, why moving away from one Big‑Four distributor toward four regionally focused wholesalers matters to operators and distributors, and what that signals for shelf placement and regulatory compliance.
With a $105 billion market in 2023, the U.S. distilled spirits industry is where Lucas Bols aims to deepen its presence. Shifting from Republic National’s (RNDC) 24‑state reach to four specialists—Johnson Brothers in six Mid‑West markets (IA, MN, ND, NE, SD, WI), Reyes in five southern markets (AZ, HI, LA, OK, TX), Southern Glazer’s covering four states (AK, IN, KY, WA), and Martignetti Companies entering eleven control states (AL, ID, MI, MS, MT, NC, OH, OR, UT, WV, WY) plus Northern New England—represents a calculated move between breadth and depth.
Super‑premium spirits—priced over $25 per 750 ml—expanded at roughly 2.5 times the overall category growth rate in 2023, underscoring why Lucas Bols is positioning its high‑margin brands (Galliano, Tequila Partida, Passoã, Pallini, Fluère) for accelerated shelf placement.
Martignetti’s entry into eleven control states—accounting for about 20 % of U.S. alcohol sales—requires specialized compliance and can extend lead times, but offers a high‑margin channel that Lucas Bols is targeting as part of its long‑term growth plan.
Operators can expect higher inventory turnover in these markets as distributors promote a curated lineup tailored to local tastes. The new partners’ regional expertise should help Lucas Bols secure shelf space for its best‑selling liqueurs and support the rollout of its Fluère non‑alcoholic line, which is projected to grow at 15–20% annually through 2028.
In short, Lucas Bols has swapped a single national distributor for a network of regionally focused wholesalers, aligning its heritage portfolio with the fast‑growing super‑premium segment and positioning itself in control states that represent a sizable share of U.S. alcohol sales.
Original Press Release
Lucas Bols USA, the North American arm of one of the world's oldest distilled spirits companies, has selected Johnson Brothers, Martignetti Companies, Reyes Beverage Group and Southern Glazer's Wine & Spirits as its new distributor partners within various markets throughout the United States. Lucas Bols USA will transition effective June 1 with Reyes Beverage Group, July 1 with Johnson Brothers and Southern Glazer's Wine & Spirits, and lastly with Martignetti Companies at the close of the transaction from Republic National Distributing Company (RNDC). This strategic alignment with best-in-class partners follows Lucas Bols USA's amicable exit from its previous arrangement with RNDC across 24 U.S. states, and positions Lucas Bols as a platform for continued growth through partnerships, portfolio development, and strategic transactions that will create long-term value across the U.S. market.
The new distribution network covers key regions:
Johnson Brothers: 6 new markets: IA, MN, ND, NE, SD and WI.
Martignetti Companies: AL, ID, MI, MS, MT, NC, OH, OR, UT, WV and WY (11 additional Control States transitioning from RNDC), plus the already existing relationship in Northern New England (CT, MA, ME, NH and VT).
Reyes Beverage Group: AZ, HI, LA, OK and TX.
Southern Glazer's Wine & Spirits: 4 new markets: AK, IN, KY and WA (adding to its existing relationship in AR).
Lucas Bols also extends its gratitude to RNDC and its teams for their years of partnership and dedication to the portfolio within 24 states throughout the country. Additionally, Lucas Bols is happy to continue its strong long-term partnership with Breakthru Beverage Group (BBG) in the 11 states of CA, CO, DE, FL, IL, MD, MO, NV, PA, SC and VA, plus Washington DC.
"This strategic pivot is a major milestone in our U.S. route-to-market strategy, proactively aligning us with distributors who share our vision," said Brett Dunne, Managing Director of Lucas Bols USA. "These partners will deliver the scale and market sophistication needed to aggressively grow our key trending brands, ensuring we capture market share in this dynamic environment."
With these moves, Johnson Brothers, Martignetti Companies, Reyes Beverage Group and Southern Glazer's Wine & Spirits will take on distribution of Lucas Bols USA's portfolio of premium spirits and liqueurs in one of the country's most dynamic and competitive markets. The portfolio includes celebrated brands such as Bols Liqueurs, Galliano, Tequila Partida, world's leading passion fruit liqueur, Passoã, world's number one limoncello, Pallini, and an award-winning, growing range of non-alcoholic spirits, led by Fluère.
"Building a best-in-class route-to-market is paramount as we continue to build scale, and these partnerships with Johnson Brothers, Martignetti Companies, Reyes Beverage Group and Southern Glazer's Wine & Spirits deliver exactly that," said Frank Cocx, CEO of The Lucas Bols Company. "We are confident that the reach, expertise and passion of these distributors will be instrumental in cementing the Lucas Bols portfolio as leading brands across the United States. These proactive moves also enable us to further accelerate growth in the U.S. market—both organically and through partnerships and acquisitions."
Founded in Amsterdam in 1575, Lucas Bols has played a pioneering role in bartending culture and spirit innovation for centuries. In the U.S., the company continues to invest in its teams, partnerships, trade advocacy, flavor exploration and brand building to connect with the modern consumer.
Sources consulted (web research):
- Lucas Bols Usa Appoints Breakthru 133000061
- Lucas Bols Usa Adds Breathru As Cali Distribution Partner
- Lucas Bols Usa Completes Strategic Route To Market Overhaul Tapping D…
- Pallini And Lucas Bols Usa Renew Exclusive Distribution Partnership F…
- Lucas Bols Usa Appoints Breakthru Beverage Group As New Distributor P…
- Lucas Bols
- Lucas Bols Prepares For New Premium Era
Source: BevNET