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Brown-Forman feeds French thirst for Jack Daniel’s
Brown-Forman has announced that it will open its own distribution office in France next year in order to support the strong growth of Jack Daniel’s in this market.
Effective from 1 January 2014, the move will see the end of Brown-Forman’s “long and successful” distribution deal with Bacardi Martini France.
Explaining the decision, Mark McCallum, Brown-Forman president for EAE & APAC, said: “France is the world’s third largest whiskey market and our Jack Daniel’s trademark has been enjoying significant growth as French consumers evolve their whiskey preference from scotch to American whiskey.”
In addition to this strengthened support for Jack Daniel’s, BBF will use its enhanced presence in France to boost the rest of its brand portfolio, which includes Southern Comfort, Finlandia, Canadian Mist, El Jimador, Herradura, Sonoma-Cutrer, Chambord and Woodford Reserve.
The Kentucky-based drinks group is currently three years into a 10-year strategy of major global growth, which it aims to complete in time for its 150th anniversary in 2020.
In an interview last year, BBF chairman G. Garvin Brown IV told the drinks business: “The strategy itself is focused on driving sustainable growth, with the potential to double the size of our business over the next decade.”
Brown-Forman already has its own sales and marketing operations in the US, Germany, Australia, Poland, Mexico, China, South Korea, Brazil, the Czech Republic, and Taiwan.