Jack Daniel’s owner Brown-Forman and Reyes Beverage Group will engage in a new distribution partnership in California from 1 May.
The partnership aligns with Brown-Forman’s goal to continue developing its distribution networks in the US for long-term success.
Michael Masick, executive vice-president and president, Americas, Brown-Forman, commented: “As we strive to continue to grow our business, optimising our routes to market is critical.
“After careful consideration, including a formal request for proposal process that began in 2024, we’re confident that Reyes Beverage Group is the ideal partner to help us achieve our ambitious growth objectives in this key market.”
Reyes Beverage Group has supported Brown-Forman’s Jack Daniel’s & Coca-Cola RTD (ready-to-drink) brand in California since 2022.
Tom Day, chief executive officer for Reyes Beverage Group, commented: “This partnership represents a significant opportunity for Reyes Beverage Group to further our position as a total beverage distributor and leverage our deep market knowledge and industry expertise to drive growth for Brown‑Forman.
“We are confident that our combined strengths and shared values will create a powerful synergy, delivering exceptional results for both companies.”
The new partnership will mark the end of Brown-Forman’s distribution agreement with the Republic National Distributing Company (RNDC) in California.
Robinson Brown IV, senior vice-president and managing director, USA and Canada, Brown‑Forman, noted: “We are grateful for the many years of partnership with RNDC in California and deeply appreciate their contributions to our business in this important market.
“We value the relationships we’ve built with RNDC, including throughout the 23 other states where we work together, and we appreciate their continued partnership and focus on our shared success.”
In January this year, Brown-Forman announced it would reduce its 5,400-strong global workforce by approximately 12% and would close its Louisville-based barrel-making operation by April.
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Author: Melita Kiely
