Brown-Forman Transforms U.S. Distribution Landscape: A Bold New Era Begins
LOUISVILLE, KY – In a groundbreaking announcement that sets the stage for a vibrant future, Brown‑Forman Corporation (NYSE: BFA, BFB) has successfully completed its Request for Proposal (RFP) process for portfolio distribution across select U.S. markets. This strategic initiative will see the appointment of new distributors in 13 key markets, marking a significant transition involving seven new distributor organizations. Importantly, the company will retain its existing distributor network in other markets, ensuring stability while embracing change.
A Commitment to Excellence
These well-considered choices epitomize Brown‑Forman’s relentless pursuit of excellence, ensuring its renowned brands possess the **dedication**, **focus**, and **investment** required to thrive in today’s rapidly evolving beverage alcohol landscape.
Voices of Leadership
“This milestone is a thrilling evolution in our U.S. strategy,” stated Michael Masick, Executive Vice President and President of Americas at Brown‑Forman. “It fortifies our commitment to elevate our **premium spirits portfolio** and connect with consumers in more meaningful ways.” This transformative process has allowed the company to not only strengthen existing relationships but also forge new alliances—all centered around a unified vision for the future of Brown‑Forman brands.
Robinson Brown IV, Senior Vice President and Managing Director for the USA & Canada, remarked, “This marks **Brown‑Forman’s first significant change** to our U.S. route-to-consumer landscape in over six decades. We approached these decisions with profound thoughtfulness, believing they will unlock tremendous growth opportunities for years to come.” His heartfelt acknowledgment of past partnerships highlights the dedication of their distributors, whose expertise has been fundamental to Brown‑Forman’s robust market presence.
New Distribution Partners for a New Dawn
Effective **August 1, 2025**, the following distributors will represent Brown‑Forman’s prestigious portfolio in their respective markets:
- Johnson Brothers: Indiana, Minnesota, Nebraska, North Dakota, South Dakota, and Texas
- Southern Glazer’s Wine & Spirits: Louisiana and New York; continued alignment in Arkansas, Kansas, Massachusetts, Missouri, and Rhode Island
- Columbia Distributing: Washington
- Keg-1 River City: Kentucky
- Oklahoma Spirits Alliance: A partnership with Capital, LDF, & Fisher 59 Distributors in Oklahoma
- Reyes Beverage Group: Hawaii; California (announced February 2025, effective May 2025)
- Specialty Imports: Alaska
These newly selected partners were chosen for their exceptional track records, robust capabilities, and shared vision to accelerate the growth of Brown‑Forman’s **iconic brands**. Additionally, as part of the reshaping of the company’s U.S. distributor landscape, Breakthru Beverage Group (BBG) will become Brown‑Forman’s largest national distributor, covering **14 vital markets** across the U.S. and Canada.
A Bright Future Ahead
This announcement marks the conclusion of Brown‑Forman’s RFP process for the U.S. open states, setting a promising course for the brand’s future in America.
About Brown-Forman
With over 150 years of excellence, Brown‑Forman Corporation has committed itself to building exceptional spirits brands, upholding the motto “**Nothing Better in the Market**.” Its impressive portfolio includes the Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, and many more. With a dedicated team of approximately **5,400 employees worldwide**, Brown‑Forman shares its passion for premium beverages in over **170 countries**. Explore more at brown-forman.com and stay connected through LinkedIn, Instagram, and X.
Media Contacts
Elizabeth Conway, Director, External Communications
[email protected]; 502-774-7737
Sue Perram, VP, Investor Relations
[email protected]; 502-774-6862
Disclaimer: Forward-Looking Statements
This release contains **forward-looking statements** as defined under U.S. federal securities laws. These statements capture management’s expectations regarding future events and are made as of the release date. Brown‑Forman does not intend to update these statements unless required by law. Such statements involve risks and uncertainties that could lead to results differing materially from expectations.
For detailed information regarding factors affecting results, refer to Brown‑Forman’s public filings, particularly the “**Risk Factors**” section in their Annual Report on Form 10-K and Quarterly Reports on Form 10-Q filed with the Securities and Exchange Commission.
