Brown-Forman creates Slovakia distribution arm

Diplomático rum owner Brown-Forman has brought distribution in-house in Slovakia for the first time since entering the market.

Brown-Forman launched its dedicated distribution business in Slovakia at the end of August.

The company’s portfolio, which includes Jack Daniel’s whiskey and Woodford Reserve Bourbon, was previously distributed by Bratislava-based Koft in the market.

“With a dedicated sales team in place, Brown-Forman will further the growth of our brands across all channels in Slovakia,” said Maria Navas Peire, general manager, Brown-Forman Czech Republic and Slovakia.

The firm said the country has a ‘substantial premium whiskey market’ with American whiskey leading the sector by value.

Marshall Farrer, executive vice-president, chief strategic growth officer and president for Brown-Forman’s Europe division, added: “Slovakia is an important market as we drive the global growth of the Jack Daniel’s family of brands and other brands in our portfolio, in particular, our recently acquired Diplomático rum.

“We strongly believe that the creation of our own distribution business in this market will offer increased consumer focus and prioritisation of our brands.”

Brown-Forman directly sells its brands in several European markets, including Belgium, Czech Republic, France, Germany, Luxembourg, Poland, Spain, Turkey and the UK.

The Belgium and Luxembourg distribution businesses were established at the start of 2022.

The firm’s distribution partnership with Bacardi in Austria ended in 2021 after more than 15 years.

Brown-Forman will also cease its distribution deal with Asahi in Japan in March 2024.

Earlier this week, the company announced its sales rose by 2% in the first quarter of fiscal 2024.

Brown-Forman’s top developed international markets were Germany (up by 4%), Australia (down by 13%), the UK (up by 15%), France (up by 3%), Canada (down by 1%), and Japan (down by 88%).