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Brown-Forman takes back Japan distribution from Asahi

Brown-Forman Corporation announced its plan to take back distribution for its portfolio spirits and wine brands in Japan, effective April 1, 2024.

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The U.S. alcoholic beverage company said its current distribution deal with Japan’s Asahi will run until March 31, 2024, without providing a reason for terminating its partnership with the local company.

“We would like to thank Asahi and their entire team for their partnership over the past ten years and for successfully growing our portfolio in Japan,” said Aaron Martin, VP, general manager, Brown-Forman Japan.

According to Brown-Forman, Japan is one of the world’s largest spirits markets, with a “significant footprint and leading position” in premium whisky.

“We believe the new Brown-Forman Japan organization will drive growth through the continued development of our Jack Daniel’s Family of Brands and the broader super-premium brand portfolio in a key market,” said Ricardo Cupido, VP, managing director, Brown-Forman Asia.

The news of its takeover of its Japan operations comes after successful launches of owned distribution organisations in other regions of the world, including the recent transitions in Asia with South Korea, Taiwan, and Thailand.

Founded more than 150 years ago, Brown-Forman Corporation’s portfolio of beverages includes 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, Gentleman Jack, Jack Daniel’s Single Barrel, Woodford Reserve, Old Forester, Coopers’ Craft, The GlenDronach, Benriach, Glenglassaugh, Slane, Herradura, el Jimador, New Mix, Korbel, Sonoma-Cutrer, Finlandia, Chambord, Fords Gin, Gin Mare, and Diplomático Rum.

Today, it boasts 5,200 employees globally and is sold in more than 170 countries worldwide.

The Japanese whisky market is worth some USD 6.13 billion in 2023, and is expected to grow annually by 8.52 percent (CAGR 2023-2027), according to Statista.