Brown-Forman Corporation, one of the largest American-owned spirits companies, has launched its own distribution business in Japan , bringing the distribution in-house for the first time since the company entered the market in the 1970s. The new Brown-Forman Japan office opened in the city centre of Tokyo at the end of 2023.
“With our dedicated team in place and our new and inspiring headquarters in the heart of Tokyo, we are ideally set up to further the growth of our brands in Japan across all channels,” said Aaron Martin, VP, General Manager, Brown-Forman Japan.
Japan is one of the world's largest premium and super premium whiskey markets with Jack Daniel’s, the world’s most valuable spirits brand, leading the Japanese premium whiskey category.
“Japan is an important market as we drive the growth of our Jack Daniel’s family of brands, Woodford Reserve, and our broader super-premium portfolio. The significant expansion of our own Brown-Forman Japan organisation and capabilities reflects our strong belief in the immense potential of the Japanese market,” said Ricardo Cupido, VP, Managing Director, Brown-Forman Asia.
This strategic move has allowed Brown-Forman Corporation to introduce its brands to consumers with an even greater focus and prioritisation.
“We see great opportunity in Japan given the strength of our portfolio which also includes The GlenDronach, Benriach, and Glenglassaugh, our award-winning Single Malt Scotches,” said Thomas Hinrichs, EVP, President of Brown-Forman Emerging International.
Brown‑Forman directly sells its brands in key global markets, including Taiwan, Thailand, and South Korea in the Asian region. The company has built a collection of popular brands, including Jack Daniel's Tennessee Whiskey, Jack Daniel's Ready-to-Drinks, Jack Daniel's Tennessee Honey, Jack Daniel's Tennessee Fire, Jack Daniel's Tennessee Apple, and Gentleman Jack. Brown-Forman’s brands are supported by approximately 5,600 employees globally and sold in more than 170 countries worldwide.
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