Brown-Forman has launched an in-house distribution business in Italy, which took effect from the start of this month.
The Jack Daniel’s brand owner, which first announced the move in March last year, said that the strategic decision will see it “bring its portfolio directly to Italian consumers and customers for the first time”. The European country joins a network created by an “own-distribution strategy” that includes Belgium, Czechia, France, Germany, Luxembourg, Poland, Slovakia, Spain, Türkiye and the UK.
When contacted by Global Drinks Intel when the decision was first revealed, a spokesperson said that Brown-Forman’s portfolio in Italy was being handled by Montenegro, Compagnia dei Caraibi and Velier.
Italy represents a “significant market” for the US spirits major, ranking among the top five markets in the European Union, the company said, citing IWSR.
“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,” said the group’s president of Europe, Africa & Asia-Pacific, Yiannis Pafilis.
“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 … American whiskey portfolio, led by the Jack Daniel’s family of brands.”
The unit will be based in Milan, which is also home to Campari Group’s headquarters.
Last year, Brown-Forman also cut its third-party distribution ties in Japan and set up its own operations in the country.
