Brown-Forman ends Mangrove Old Forester deal

Brown-Forman has ended a UK distribution contract with Mangrove for its Old Forester Bourbon brand, which will now be handled by Bacardi Brown-Forman Brands in the market.

Old Forester will now be distributed by Bacardi Brown-Forman Brands in the UK

From 1 April, distribution rights will move to Bacardi Brown-Forman Brands (BBFB), a marketing joint venture set up by Bacardi and Brown-Forman.

“Mangrove was instrumental in establishing Old Forester in the UK and demonstrating that there is real demand for this super-premium Bourbon. We would like to thank them for their work,” said Amanda Almond, Managing Director for BBFB.

“Old Forester will now take its place within our award-winning portfolio of American whiskies as we continue to lead and grow the category with our customers.”

Established in 1870, Old Forester was America’s first bottled Bourbon. The brand is set to grow substantially following the completion of a new US$45m distillery in Louisville, Kentucky.

“Old Forester has been a joy to work on,” said Nick Gillett, managing director of Mangrove. “With the quality of the liquid and the richness of its heritage its long term success was always assured.

“As leaders in the North American Whiskey category it makes sense for Bacardi Brown-Forman to take Old Forester to the next level at this time as part of their wider approach. We look forward to working with them on some future exciting products.”