In today’s rapidly evolving business landscape, companies are rethinking their purpose and mission to resonate with a new generation of employees that values authenticity and purpose-driven work. At Southern Glazer’s, we are embracing this transformation through our new HEART Values—Honesty, Excellence, Agility, Respect, and Teamwork—which not only reflect our refreshed vision, but also echo the collective voice of our employees and what matters to them.

A Collaborative Journey to New Values
As Southern Glazer’s has evolved, we’ve realized that simply getting work done is not enough. Our leadership recognizes that the way we work is as critical as the work itself. After launching our new Purpose and Vision in 2023, we invited employees in 2024 to provide input into our new and evolved Company values, which ultimately culminated into the creation of our HEART Values. This collaborative process ensured that our values were not imposed from the top down but were co-created with those who live our mission every day.

Embedding HEART into Every Moment
Our commitment to these values extends throughout the employee experience. With the launch of the “Win with HEART” Idea Distillery competition, our internal online innovation platform that enables us to crowdsource ideas from our employees, we collected more than 200 ideas from employees, seeking scalable and measurable ways to integrate our HEART Values into daily operations. From refined interview guides, tailored performance metrics, or innovative recognition programs like the HEARTfelt Recognition initiative, a number of winning ideas ideated by our employee base will be launched to ensure every aspect of our culture is designed to reinforce these core values.

Aligning Purpose with Strategy
At Southern Glazer’s, our purpose—“We build world-class brands for moments that matter”—is more than just a statement. It’s a promise to our employees, suppliers, customers, and consumers. Our HEART Values serve as the foundation for making decisions with clarity, ensuring that every action taken is aligned with this purpose. Human Resources plays a pivotal role in this process by aligning our talent strategy with the company’s vision, focusing on leadership capabilities, employee experience, HR processes and culture transformation.

Attracting and Retaining Top Talent
In today’s competitive job market, a company’s purpose, vision, and values are key to attracting and retaining talent. By clearly articulating who we are and what we stand for, Southern Glazer’s creates an environment where employees feel they belong and are empowered to excel. This mutual fit is essential for building a workforce that not only drives our business forward but also embodies the spirit of HEART.

Best Practices for a Purpose-Driven Culture
Our journey offers valuable insights for Human Resources professionals aiming to redefine purpose in their organizations. First, involve employees in the conversation from the outset—when people see themselves reflected in the company’s values, authentic engagement follows. Second, integrate these values into every touchpoint of the employee experience, from recruitment to development and beyond. And finally, ensure that leadership not only communicates but also exemplifies these principles every day.

At Southern Glazer’s, redefining our purpose through HEART has paved the way for a more inclusive, dynamic, and forward-thinking culture—one that is well-positioned to meet the challenges of today and tomorrow. As we continue to build our future, our commitment remains clear: we win with HEART.