Brown-Forman United Kingdom has established its own distribution company with full control of its operations for the first time in its history in the UK.
This marks the end of an 18-year relationship with Bacardi, and the closure of the Bacardi Brown-Forman Brands operation.
For 150 years, Brown-Forman Corporation has built and nutrured alcohol brands, including the Jack Daniel’s Tennessee Whiskey family, Finlandia, Korbel, El Jimador, Woodford Reserve, Old Forester, Coopers’ Craft , Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach, GlenDronach, Slane and Fords Gin.
Jeremy Shepherd, Brown-Forman, vice president, general manager, UK, said: “We now have the organisation to drive the growth of our brands in all channels across the country.
“The United Kingdom is the world’s fourth largest whiskey market in value, and American whiskey has significant growth potential in the UK.
“The leadership of brands like Jack Daniel’s Tennessee Whiskey and Woodford Reserve Bourbon, along with our new organisation, gives us the perfect platform to significantly increase growth and relevance of the category with UK consumers.”
Lawson Whiting, CEO, Brown-Forman Corporation, added: “The UK is a critical market for Brown-Forman, and we’re pleased to announce the launch of our own distribution company
“This is a milestone moment for us during our 150th year, and we believe it will offer us increased consumer focus and prioritisation of our brands.
“We have an experienced and talented team, and I know we are positioned for a bright future.”