Brown-Forman has decided to go it alone on the distribution front in Japan.
The Jack Daniel’s brand owner confirmed today that it would not renew the current arrangement with Asahi in the country upon expiration next year. The move to in-house distribution will take effect at the start of April 2024, bringing an end to the tie-up that dates back to the start of 2013.
In announcing the move, Brown-Forman flagged its “significant footprint and leading position” in the market’s premium-plus whiskey segment.
“We believe the new Brown‑Forman Japan organization will drive growth through the continued development of our Jack Daniel’s ‘Family of Brands’ and the broader super-premium brand portfolio in a key market,” said Brown-Foman Asia MD Ricardo Cupido. “This move … follows successful launches of owned distribution organisations in other regions of the world, including the recent transitions in Asia with South Korea, Taiwan and Thailand.”
Prior to Asahi, Brown-Forman’s distributor in Japan was Suntory, an agreement that concluded in 2012 after around 40 years. Just over a year later, Suntory acquired US peer and American whiskey rival Beam for around US$16bn.
How is the spirits category navigating Japan’s evolving alcohol landscape? – Market Intel
