Brown-Forman Initiates Direct Distribution Venture in Japanese Market

02 Apr, 2024

Brown-Forman Initiates Direct Distribution Venture in Japanese Market

For the first time since its entry into the Japanese spirits market in the 1970s, Brown-Forman Corp. has embarked on launching its own distribution business within the nation. This strategic move entails bringing distribution operations in-house, marking a significant development for the company.

The establishment of a new Brown-Forman Japan office in Tokyo's city center at the end of 2023 underscores the company's commitment to expanding its presence in Japan. Aaron Martin, VP and general manager of Brown-Forman Japan, expressed optimism, citing the dedicated team and inspiring headquarters in Tokyo as catalysts for advancing brand growth across all channels.

Japan stands out as one of the world's largest markets for premium and super premium whiskey, with Jack Daniel’s leading the premium whiskey category. Ricardo Cupido, VP and managing director of Brown-Forman Asia, highlighted the strategic importance of Japan in propelling the growth of their brands.

Thomas Hinrichs, EVP and president of Brown-Forman Emerging International, emphasized the strategic advantage of direct distribution, enabling a focused approach to introducing brands to consumers. Brown-Forman's portfolio, which includes renowned labels such as The GlenDronach, Benriach, and Glenglassaugh, presents promising opportunities in the Japanese market.

Notably, Brown‑Forman directly sells its brands in key global markets across Asia, including Taiwan, Thailand, and South Korea. With a legacy spanning over 150 years, Brown-Forman has cultivated a diverse portfolio of beverage alcohol brands supported by a global workforce of approximately 5,600 employees, available in more than 170 countries worldwide.