Southern Glazer’s Wine & Spirits has set precedent in Canada with a new distribution deal.

Canadian cannabis company Aphria has announced an agreement with Great North Distributors, a wholly-owned Canadian subsidiary of Southern Glazer’s dedicated to the representation of cannabis products. Great North Distributors will serve as exclusive manufacturer’s representative for Aphria’s adult-use cannabis products throughout Canada, following the legalization of recreational cannabis anticipated later this year in the country.

The first-of-its kind deal gives Aphria 100% coverage of all cannabis retailers, whether provincially or privately operated, across Canada from the first day of legal adult-use sales.

“Our decision to become the first beverage alcohol distributor to facilitate the legal distribution of cannabis in Canada reinforces our innovative, first-mover position in the industry,” says Doug Wieland, EVP and GM, Southern Glazer’s Wine & Spirits Canada. “We are thrilled to partner with cannabis industry leader Aphria, and to leverage our experience and expertise to ensure the efficient, legal, and safe distribution of cannabis in Canada.”

Great North Distributors will establish a cannabis sales team responsible for acting as the selling agent of Aphria’s portfolio of cannabis brands and products, the company says.

“With this agreement, Aphria has established an unparalleled sales network, and will hit the ground running from the very first day of legal adult-use sales,” says Jakob Ripshtein, COO of Aphria. “Great North Distributors provides us with an experienced, dedicated team with a proven track record of driving sales and exceptional performance across all provinces.”

Southern Glazer’s will apply their data analytics capabilities to the new cannabis industry, the company says, “providing Aphria with a powerful data-driven approach to cannabis sales through its new subsidiary.”