Brown-Forman creates distribution arm in Italy
Jack Daniel’s owner Brown-Forman has announced the launch of its own distribution business in Italy to take control of its portfolio in the region.
With the new distribution headquarters in Milan, Brown-Forman will bring its portfolio directly to Italian consumers and customers for the first time.
Yiannis Pafilis, executive vice president and president of Europe, Africa, and Asia Pacific at Brown-Forman, said: “The creation of our own distribution business in Italy signifies Brown-Forman’s dedication to unlocking the full potential of the dynamic Italian spirits market.
“By owning our distribution, we can deepen our collaboration with Italian trade partners, accelerate growth for key super-premium brands like Diplomático Rum and Gin Mare, and further strengthen the presence of our iconic American whiskey portfolio, led by the Jack Daniel’s family of brands.”
Italy is a key market for Brown-Forman, ranking among the top five spirits markets in the European Union, according to IWSR. The company currently holds the top position in the Italian premium-plus spirits category in terms of volume.
According to IWSR 2023 data, Jack Daniel’s leads the whiskey segment, while Gin Mare ranks second in the super-premium gin category.
Agnieszka Przybylek, general manager of Brown-Forman Italy, commented: “We are incredibly enthusiastic about this new chapter for Brown-Forman in Italy.
“With our own distribution business, we are empowered to tailor our strategies to the unique characteristics of the Italian market, ensuring the continued success and growth of our premium-plus portfolio. We look forward to building strong, lasting relationships with our Italian trade partners and introducing our brands to more consumers.”
Under the Italian arm, Brown-Forman will take over the distribution of its portfolio, including Jack Daniel’s, Woodford Reserve, and Old Forester; Herradura and el Jimador Tequilas; The Glendronach, Glenglassaugh, and Benriach single malts; Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane Irish whiskey, and Coopers’ Craft.
Earlier this year, the CEO of Brown-Forman, Lawson Whiting, discussed the cyclical decline of spirits and the company’s future.
Last month, Jack Daniel’s 10-year-old whiskey made its debut on the international market.
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