Brown-Forman has confirmed a significant change to its distribution in the US, following the completion of a ‘Request for Proposal’ in 13 markets.
Republic National Distributing Co (RNDC), which was dropped by the Jack Daniel’s owner in California earlier this year, will handle 12 markets, down from the current 23, as part of the transition, which will be effective from 1 August. The revision will incorporate seven new distributor organisations.
The replacements include wine and spirits distributors Johnson Brothers (for Indiana, Minnesota, Nebraska, North Dakota, South Dakota and Texas), Oklahoma Spirits Alliance in its namesake state and Southern Glazer’s Wine & Spirits (taking on Louisiana and New York, while retaining a “continued alignment” in Arkansas, Kansas, Massachusetts, Missouri and Rhode Island).
Next come beer distributors Columbia Distributing (Washington), Keg-1 River City (Kentucky) and Reyes Beverage Group (Hawaii, on top of the previously-announced California arrangement), and Specialty Imports, which works across wine, beer, and spirits in Alaska.
As a result, Breakthru Beverage Group (BBG) will become the company’s largest national distributor partner, covering 14 markets across the US and Canada.
“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,” said Brown-Forman’s president of its ‘Americas’ region, Michael Masick.
“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.”
Earlier this year, Brown-Forman lined up a reduction of its global workforce, with almost 650 of its 5,400 employees expected to be cut.
