Gruppo Montenegro and Brown-Forman ink Italy deal

Brown-Forman has signed a distribution agreement with Gruppo Montenegro in Italy for its Jack Daniel’s, Woodford Reserve and Finlandia Vodka brands.

As part of the deal, Gruppo Montenegro will distribute Jack Daniel’s, Tennessee Honey, Gentleman Jack, Single Barrel, and Jack&Cola.

The agreement came into effect on 1 May 2018.

“This is a key milestone in our ambitious project aimed at further strengthening our commercial organisation in Italy, which can today rely on an excellent, well-developed sales network, together with a synergistic and comprehensive portfolio of products across all key spirit categories,” said Sergio Fava, director of Spirits Division at Gruppo Montenegro.

“With this partnership, our critical mass is set to increase significantly both in terms of quality and quantity, establishing Gruppo Montenegro as one of the top Spirit companies in the Italian market.”

Agnieszka Przybyłek, country manager, Brown-Forman Italy, said: “We are delighted to begin our partnership with Gruppo Montenegro in Italy.

“Sharing common values and principles, together we will build strong experiences for our shoppers and consumers, and sustainable and healthy growth of our iconic brands.

“Brown-Forman’s international brand building expertise and Montenegro’s commercial strength will benefit both companies and drive significant value for our customers. I would like to thank Campari Group for their 13 years’ collaboration and their contribution to developing our family of brands in Italy.”

Earlier this year, Gruppo Montenegro named former Stoli Group CEO Robert Cullins as its regional director of North America.