Brown-Forman and Bacardi end Austrian deal

Brown-Forman and Bacardi end Austrian deal

nineteenth July, 2021 by Nicola Carruthers

Jack Daniel’s proprietor Brown-Forman will stop its distribution settlement with Bacardi in Austria on the finish of 2021 after greater than 15 years.


Brown-Forman’s portfolio consists of Jack Daniel’s

From 1 January 2022, the Jack Daniel’s household of manufacturers shall be distributed by Liquid Spirits in Austria.

“We consider partnering with Liquid Spirits in Austria will assist additional the expansion of the Jack Daniel’s Tennessee whiskey household of manufacturers,” stated Agnieszka Przybylek, basic supervisor, Brown-Forman, Italy and Alps.

“Jack Daniel’s continues to cleared the path for American whiskey in Austria and, in partnership with Liquid Spirits, we stay up for persevering with to develop the enterprise and bringing Jack Daniel’s to extra shoppers.

“Brown-Forman’s manufacturers have been distributed in Austria by Bacardi for greater than 15 years. We need to thank Bacardi for his or her long-term cooperation in Austria.”

Brown-Forman stated Austria has a ‘resilient and rising’ marketplace for whiskey and ready-to-drink merchandise, representing an ‘enticing alternative’ for the corporate.

The agency is among the many high three model house owners within the whiskey class, with its flagship Jack Daniel’s product within the main place with 12.7% market share (IWSR 2020).

Oliver Dombrowski, CEO of Liquid Spirits, added: “We stay up for a robust and fruitful partnership with Brown-Forman.”

In Might this yr, Bacardi escaped a £51.5 million (US$73 million) lawsuit raised by its former distribution associate Brown-Forman.

Bacardi and US agency Brown-Forman first fashioned a UK distribution alliance in 2002 and formally ended their relationship in April 2020, after 18 years.

Brown-Forman launched its UK subsidiary in Might 2020, bringing distribution in-house for the primary time for the reason that firm entered the market.

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