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Brown-Forman brings Japan distribution in-house
Jack Daniel’s owner Brown-Forman has established its own distribution business in Japan.
Launched on 1 April, the move marks the first time the American spirits company has brought distribution in-house in Japan. Brown-Forman first entered the Japanese market in the 1970s.
The Brown-Forman Japan office opened in the heart of Tokyo at the end of 2023.
Aaron Martin, vice-president, general manager, Brown-Forman Japan, said: “With our dedicated team in place and our new and inspiring headquarters in the heart of Tokyo, we are ideally set up to further the growth of our brands in Japan across all channels.”
Brown-Forman described Japan as one of the world’s biggest premium and super-premium whisky markets, with Jack Daniel’s leading the premium whisky category in the country in 2022, according to IWSR Drinks Market Analysis data.
Brown-Forman also controls its distribution in additional Asian markets, including Taiwan, Thailand and South Korea.
“Japan is an important market as we drive the growth of our Jack Daniel’s family of brands, Woodford Reserve, and our broader super-premium portfolio,” said Ricardo Cupido, vice-president, managing director, Brown-Forman Asia.
“The significant expansion of our own Brown-Forman Japan organisation and capabilities reflects our strong belief in the immense potential of the Japanese market.”
In its latest financial results, Brown-Forman saw net sales increase by 8% for the nine months ending 31 January 2023, bolstered by Jack Daniel’s Tennessee whiskey.
Towards the end of last year, The Spirits Business took a deep dive into the Japanese whisky category, and its future in its homeland.