Brown-Forman Corp., a global maker of premium spirits, is undergoing a significant transformation in its U.S. distribution strategy. The company, headquartered in Louisville, Kentucky, recently announced a comprehensive overhaul of its distribution network, the first of its kind in over six decades. The move comes as part of a broader strategic push to better align with market dynamics and accelerate growth.
For more than 150 years, Brown-Forman has been a staple in the beverage alcohol industry, with its flagship Jack Daniel’s Tennessee Whiskey standing as one of the most iconic brands in the world. The company’s portfolio also includes other labels like Woodford Reserve, Old Forester, Herradura, El Jimador, GlenDronach, Benriach, and Diplomático Rum. With operations in over 170 countries, Brown-Forman posted $4.2 billion in revenue and $1.4 billion in net income for fiscal year 2024, employing 5,400 people globally.
The decision to revamp its distribution network was prompted by evolving challenges in the U.S. market. As competition in the beverage alcohol sector intensifies and consumer preferences shift, Brown-Forman recognized the need for a more agile and focused distribution model. The company initiated a competitive Request for Proposal (RFP) process to evaluate potential distributor partners capable of supporting its growth and enhancing the presence of its brands across the nation.
“This is not merely a logistical change—it’s a strategic realignment,” said Robinson Brown IV, senior vice president and managing director for the U.S. and Canada. “We are looking for partners who can help us accelerate our growth, adapt quickly to market shifts, and connect with consumers more effectively in a rapidly changing environment.”
The changes are aimed at fostering stronger, more streamlined partnerships with distributors that have the operational scale and capabilities to execute efficiently in an increasingly complex marketplace. Brown-Forman executives emphasized that the goal is to build deeper, more focused relationships, ensuring that its distributors are equipped to drive growth, invest in the company’s premium portfolio, and respond quickly to new market opportunities.
“This is a pivotal moment for us in the U.S.,” said Michael Masick, executive vice president and president, Americas. “It’s about strengthening our portfolio of premium spirits and making sure we are positioned to meet the evolving needs of our consumers.”
As part of the restructuring, Brown-Forman has made several key distributor assignments, which will take effect on August 1, 2025. The company’s new distributor partners will represent its brands across 13 states, including some major shifts in long-standing relationships. Among the changes, Johnson Brothers will take over distribution in Indiana, Minnesota, Nebraska, North Dakota, South Dakota, and Texas, while Southern Glazer’s Wine & Spirits will assume control in Louisiana and New York, in addition to continuing its existing role in Arkansas, Kansas, Massachusetts, Missouri, and Rhode Island.
Other changes include Columbia Distributing handling Washington state, Keg-1 River City managing Kentucky, and Oklahoma Spirits Alliance, a partnership between Capital, LDF, and Fisher 59 Distributors, overseeing Oklahoma. Reyes Beverage Group will extend its reach, managing both California and Hawaii, and Specialty Imports will take charge of Alaska.
In a major shift, Breakthru Beverage Group (BBG) will become Brown-Forman’s largest national distributor, covering 14 markets across the U.S. and Canada. This consolidation will allow Brown-Forman to streamline operations and develop more cohesive, efficient distributor relationships.
Despite the changes, Brown-Forman expressed gratitude to its outgoing partners, acknowledging their significant contributions over the years. “These decisions were not made lightly,” said Robinson Brown IV. “We are truly thankful to our outgoing partners for their dedication in helping us build the strong foundation that has allowed us to succeed.”
The restructuring marks the conclusion of the RFP process for U.S. “open states,” or markets where supplier-distributor agreements are not governed by state mandates. While the company has yet to disclose the full financial implications of the changes, Brown-Forman is expected to provide further details during its upcoming earnings call on June 5.
With this bold move, Brown-Forman is positioning itself for long-term success in the U.S. market, aligning its distribution network with the evolving needs of both the business and the consumers it serves. As the company focuses on building deeper, more efficient relationships with its distributor partners, this shift is not just about logistics—it’s about laying the groundwork for future growth in an increasingly competitive landscape, Brown-Forman aid.
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