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Brown-Forman Begins Distribution Business In Japan

The opening of the Japan office signals a new era for the company, bringing its Japanese distribution in-house for the first time in 50 years. 
  • Beth Squires is a passionate whisk(e)y enthusiast, writer, and serves as the Deputy Editor at The Whiskey Wash. She is also a current mentee on the OurWhisky Foundation's Atonia Programme.
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The company’s Japan office opened at the end of 2023. Credit: Brown-Forman

Brown-Forman, the American spirits company, has launched its own distribution business in Japan. The opening of the Japan office signals a new era for the company, bringing its Japanese distribution in-house for the first time in 50 years. 

Japan has become an increasingly important spirits market in recent decades. According to the IWSR Drinks Market Analysis in 2022, Jack Daniel’s (which is owned by Brown-Forman) was the leading brand in the premium whiskey category in Japan. 

Speaking about the new venture, Ricardo Cupido, VP, MD of Brown-Forman Asia, said: “Japan is an important market as we drive the growth of our Jack Daniel’s family of brands, Woodford Reserve, and our broader super premium portfolio. The significant expansion of our own Brown-Forman Japan organization and capabilities reflects our strong belief in the immense potential of the Japanese market”. 

Other key markets in Asia for the company include Taiwan, Thailand, and South Korea. 

Looking forward, the company hopes to capitalize on the market for premium and super premium spirits in Japan. EVP, President of Brown-Forman Emerging International, Thomas Hinrichs said: “This strategic move allows us to introduce our brands to consumers with an even greater focus and prioritization. We see great opportunity in Japan given the strength of our portfolio which also includes The GlenDronach, Benriach, and Glenglassaugh, our award-winning Single Malt Scotches.”
Brown-Forman owns numerous premium and super premium spirits brands. The company’s American whiskey brands include Old Forester, Woodford Reserve, and Jack Daniel’s. The company also owns Chambord and Don Eduardo Tequila. 

 

Beth Squires

Beth Squires joined Mark Littler Ltd full-time in October 2020 after completing her university degree in English Literature. Since then, she has acquired extensive knowledge about all aspects of whisk(e)y and now holds the position of Deputy Editor at The Whiskey Wash. Beth is passionate about history, industry innovation, marketing, and sustainability. With a special fondness for independently bottled rare scotch, Beth also serves as a whisky bottle investment specialist. Additionally, she is a mentee currently enrolled in the OurWhisky Foundation's Atonia Programme.

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