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Metabev secures Brown-Forman distribution rights in Hong Kong
Metabev Hong Kong, an international brand management and distribution company, has announced a deal with the Brown-Forman portfolio of spirits brands to be its exclusive distributor in Hong Kong and Macau.
Brown-Forman brands including Jack Daniel’s, The Glendronach, Woodford Reserve, Glenglassaugh, Benriach, and Gin Mare will be distributed in the two markets exclusively by Metabev.
Azat Gilmutdinov, general manager, Brown-Forman Greater China, said the partnership will “drive the growth of our Jack Daniel’s family of brands and the broader super-premium brand portfolio in Hong Kong.”
Roger Chan, chairman of Metabev parent company Metagroup, spoke to the enduring importance of visibility in Hong Kong.
He told db: “Hong Kong still serves not only as the window for China and Asia more broadly but as a global lighthouse for the spirits industry. It’s a fantastic place for the owners of spirits brands, such as Brown-Forman, to create and trial new experiences for consumers and to reach a broad demographic.”
To commemorate the launch of this new relationship, Metabev hosted a tasting and pairing dinner for the new Glendronach Batch 19 Single Cask Collection on 11 August. Dr Rachel Barrie, master blender of The Glendronach, Benriach, and Glenglassaugh, hosted the invitation-only dinner for private collectors and whisky aficionados.
The event highlight’s Metabev’s focus on on-trade visibility. “Metabev believes that drinking trends are shaped and cemented in the on-premise channel and being in a market as dynamic and attractive as Hong Kong allows us to tap into these at an early stage,” Chan explained.
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