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Brown-Forman and Bacardi end Austrian deal

Jack Daniel’s owner Brown-Forman will cease its distribution agreement with Bacardi in Austria at the end of 2021 after more than 15 years.

Brown-Forman’s portfolio includes Jack Daniel’s

From 1 January 2022, the Jack Daniel’s family of brands will be distributed by Liquid Spirits in Austria.

“We believe partnering with Liquid Spirits in Austria will help further the growth of the Jack Daniel’s Tennessee whiskey family of brands,” said Agnieszka Przybylek, general manager, Brown-Forman, Italy and Alps.

“Jack Daniel’s continues to lead the way for American whiskey in Austria and, in partnership with Liquid Spirits, we look forward to continuing to grow the business and bringing Jack Daniel’s to more consumers.

“Brown-Forman’s brands have been distributed in Austria by Bacardi for more than 15 years. We want to thank Bacardi for their long-term cooperation in Austria.”

Brown-Forman said Austria has a ‘resilient and growing’ market for whiskey and ready-to-drink products, representing an ‘attractive opportunity’ for the company.

The firm is among the top three brand owners in the whiskey category, with its flagship Jack Daniel’s product in the leading position with 12.7% market share (IWSR 2020).

Oliver Dombrowski, CEO of Liquid Spirits, added: “We look forward to a strong and fruitful partnership with Brown-Forman.”

In May this year, Bacardi escaped a £51.5 million (US$73 million) lawsuit raised by its former distribution partner Brown-Forman.

Bacardi and US firm Brown-Forman first formed a UK distribution alliance in 2002 and officially ended their relationship in April 2020, after 18 years.

Brown-Forman launched its UK subsidiary in May 2020, bringing distribution in-house for the first time since the company entered the market.

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