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Brown-Forman Announces Changes to Distribution in Japan for 2024

Brown-Forman Corporation, a prominent American spirits and wine company, has announced its plan to establish its own distribution network for its brands in Japan, effective April 1, 2024. The decision marks a transition from their existing partnership with Asahi, which has successfully grown their portfolio in Japan over the past decade. As one of the largest spirits markets globally, Japan holds a significant position in the premium+ whiskey segment.

The establishment of Brown-Forman Japan is seen as a strategic move to drive growth, particularly for their flagship brand, the Jack Daniel’s Family of Brands, and their broader super-premium brand portfolio. This development follows the company’s successful transition to owned distribution organizations in other regions, including South Korea, Taiwan, and Thailand.

Brown-Forman expresses gratitude to Asahi and its team for their collaboration, which will continue until March 31, 2024. The move to independent distribution in Japan represents an important milestone for the company as it seeks to expand its presence in key global markets.

With a rich history spanning over 150 years, Brown-Forman Corporation is known for its portfolio of premium beverage alcohol brands, including Jack Daniel’s, Woodford Reserve, and Old Forester. The company employs around 5,200 people worldwide and sells its brands in over 170 countries. For more information about Brown-Forman, visit


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