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With Jack Daniel’s Booming, Brown-Forman To Set Up Own Arm In France

January 17, 2013

Brown-Forman is establishing its own distribution company in France, which has become a growth engine for its flagship Jack Daniel’s brand. With Brown-Forman’s longtime distribution alliance with Bacardi Martini France set to expire in December 2013, B-F’s independent French arm will begin operations in January 2014.

Jack Daniel’s has been thriving in France over the past few years. In 2011, the Tennessee whiskey advanced by 32.5% to 560,000 cases. No other American whiskey brand sells even 100,000 cases in France, the world’s third-largest whisk(e)y market.

While Bacardi and Brown-Forman continue to maintain strategic partnerships in a host of key markets around the world—including the U.S. (where the two are aligned with distributors in several states) and the U.K.—Brown-Forman has increasingly gone out on its own in recent years. France will join the U.S., Germany, Australia, Poland, Mexico, China, South Korea, Brazil, the Czech Republic, and Taiwan as countries where Brown-Forman has fully-owned sales and marketing operations.


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