Southern Glazer’s Extends Exclusive Sponsorship of South Beach Wine & Food Festival for 25th Anniversary
Event summary
- Southern Glazer’s Wine & Spirits will serve as the exclusive host and beverage provider for the 25th anniversary of the SOBEWFF® festival in February 2026.
- The four-day festival features over 105 events with more than 500 industry experts participating.
- Since its inception, SOBEWFF® has raised over $45 million for FIU hospitality students.
- Southern Glazer’s leverages the festival as a marketing platform to connect suppliers with consumers and strengthen brand visibility.
The big picture
Southern Glazer’s continued sponsorship of SOBEWFF® underscores its strategic focus on high-profile marketing platforms to enhance brand visibility and supplier relationships. The festival’s long-standing success, with nearly $55 million raised for hospitality education, highlights the company’s commitment to industry collaboration and community investment. This milestone anniversary positions Southern Glazer’s as a key player in the beverage alcohol distribution sector, leveraging events to drive market engagement.
What we're watching
- Marketing Effectiveness
- How Southern Glazer’s will measure the ROI of its exclusive sponsorship in terms of brand engagement and supplier partnerships.
- Event Expansion
- Whether the festival’s expanded lineup, including new events and live performances, will attract a broader audience and increase participation.
- Industry Impact
- The pace at which Southern Glazer’s can leverage this long-term sponsorship to solidify its position as the leading beverage alcohol distributor in the U.S.