Summer always brings a surge in beverage engagement, but this July, it’s more than just sunshine driving the lift. With international soccer tournaments dominating screens and social calendars filling up fast, there’s a prime opportunity to meet the moment with strategic displays and product assortments.
At Southern Glazer’s Wine & Spirits, our team has been tracking the pulse of summer demand—and we’ve built two timely programs to help you tap into what your customers want right now.
Summer Refreshers
Warm weather calls for chill-worthy drinks—and that means light, crisp, and portable. Think white wines, rosés, and fruit-forward varietals that thrive from April through October (with June and July as peak performance months).
What we’re seeing:
Flavor-first matters. Gen Z and younger millennials are gravitating toward sweeter, approachable styles that deliver big taste and social appeal.
Wine as the beer alternative. Customers are trading up from beer and cider, opting for elevated summer drinks like spritzers and light blends.
Small-format = big opportunity. Portability drives trial and repeat purchase—RTD cocktails and canned wines are perfect for patios, picnics, and beach coolers.
Ready to dial it in?
We’ve got tools, strategies, and insights ready to go.
Summer of Soccer
With two major global tournaments and dozens of regional events happening, soccer is more than a sport this summer—it’s a built-in sales engine. Crowds are gathering, screens are glowing, and group get-togethers are on the rise. That means it’s the perfect time to lean into soccer-watching occasions with:
Soccer-themed POS and displays
Light, summery RTDs that go anywhere you do
Flavor-forward multipacks that scream “share me”
Want to be the MVP of the watch party circuit?
Explore our Summer of Soccer toolkit for POS displays and theme ideas.
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