Brown-Forman shakes up US distribution
Jack Daniel’s producer Brown-Forman has made its first major change to its US distribution in more than 60 years with new partnerships in 13 markets.
The Kentucky-headquartered firm has named seven new distributors across 13 markets, effective from 1 August 2025.
The move came following the completion of a Request for Proposal (RFP) process for portfolio distribution in 13 US markets.
The US firm said it made this decision to ensure its brands have the “dedication, focus, investment, and route-to-market capabilities needed to succeed in the increasingly dynamic beverage alcohol industry”.
Robinson Brown IV, senior vice-president and managing director, US and Canada, Brown-Forman, said the move was the company’s “first significant change to our US route-to-consumer landscape in more than 60 years”.
He continued: “These decisions were taken with great thought and care, and we believe they will bring tremendous opportunities for growth in the years and decades to come.”
Johnson Brothers will distribute the Brown-Forman portfolio in Indiana, Minnesota, Nebraska, North Dakota, South Dakota, and Texas.
Southern Glazer’s Wine & Spirits will look after Louisiana and New York, expanding its current partnership that covers Arkansas, Kansas, Massachusetts, Missouri, and Rhode Island.
Washington will be managed by Columbia Distribution, Keg 1 River City takes over Kentucky distribution and Specialty Imports will cover the Alaska market.
Oklahoma Spirits Alliance (a partnership with Capital, LDF, & Fisher 59 Distributors) will look after Brown-Forman brands in Oklahoma.
The changes follow a recent distribution shift in California, where Brown-Forman ended its deal with Republic National Distributing Company (RNDC) and moved its business to Reyes Beverage Group from 1 May.
Hawaii distribution for Brown-Forman has been handed to Reyes Beverage Group from August.
“This milestone marks an exciting evolution in our US strategy, building upon our commitment to elevate our premium spirits portfolio and reach consumers in impactful ways,” added Michael Masick, executive vice-president and president, Americas, Brown-Forman.
“This process has enabled us to evolve existing relationships, form new ones, and, in every instance, align around a common vision for Brown-Forman brands and a strategy to achieve our collective aspirations.”
Breakthru Beverage Group is now Brown-Forman’s largest national distributor partner, covering 14 key markets across the US and Canada.
New Orleans-based RNDC was previously Brown-Forman’s biggest distributor but is no longer partnered with the firm. RNDC recently created more than 100 new roles for its Texas business.
In February, Nick Mehall left RNDC after three years as CEO of the US distribution giant.
Brown-Forman saw organic sales for the nine months to 31 January 2025 rise by 2%, but the group’s biggest market, the US, was down by 1%.
Outside of the States, Brown-Forman recently took control of its portfolio in Italy with the launch of its own distribution business.
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