Brown-Forman has concluded its sales and distribution arrangement with Korbel Champagne Cellars, with Henkell Freixenet poised to take charge.
The sparkling wine giant will oversee the “global sales, marketing and distribution” of Korbel from 1 July. Freixenet Mionetto USA, a subsidiary of Henkell Freixenet, will be responsible for North America, Korbel’s largest market.
The Jack Daniel’s owner had handled Korbel’s portfolio in the US and “other select markets”, according to its 2024 annual report, but in its third-quarter results, the company said lower volumes of the méthode champenoise brand contributed to a drop in sales in the US.
“It is a great honour for Henkell Freixenet to be designated as the exclusive global partner for Korbel, and we are thankful for the trust the Heck family places in us,” said Henkell Freixenet CEO Dr. Andreas Brokemper.
“Drawing on our global presence and expertise, we are committed to further expanding the brand. This collaboration represents a great enhancement to our sparkling wine portfolio.”
Korbel owner & president Gary Heck added: “Korbel deeply appreciates the decades of successful partnership with Brown‑Forman. As we embark on this new chapter, we are excited to continue connecting with our consumers and further elevate our iconic brand nationwide.”
Today’s news marks Brown-Forman’s departure from the wine industry. Two years ago, the company agreed the sale of Sonoma-Cutrer vineyards to US wine company The Duckhorn Portfolio.
At the start of the year, the business also lined up a reduction of its global workforce, with almost 650 of its 5,400 employees expected to go.
Meanwhile, in Henkell Freixenet’s 2024 results, the company saw its top line in the 12-month period increase by 1.5%, a deceleration compared to the previous year’s +4.1% performance. Collectively, the flagship Mionetto, Freixenet and Henkell brands posted a rise of 6%.
