Italy is one of the five most sensible spirits markets in the EU, according to the IWSR, and the world’s largest market for Brown-Forman’s Mediterranean-inspired Gin Mare logo (which the U. S. spirits giant bought in 2022 to bolster its super-premium portfolio).
In addition, Brown-Forman is the number one company in the premium spirits industry, with Jack Daniel’s being the number one whiskey in market position and Gin Mare occupying the second position in the super premium gin category (the fastest growing category in the past). ). five years).
Brown-Forman has changed its distribution strategy in years by launching its own distribution operations in several markets.
It markets its brands in several European markets, including Belgium, the Czech Republic, France, Germany, Luxembourg, Poland, Spain, Turkey and the United Kingdom. It is also in the process of setting up distribution operations in Slovakia and Japan, while covering other markets. Further afield are South Korea, Taiwan and Thailand.
“We believe that the creation of our own distribution organization will allow the expansion of our brands across all channels in Italy,” said Agnieszka Przybylek, Managing Director of Brown-Forman Italy.
Brown-Forman uses a variety of distribution models for its global market: configured around the retail and wholesale layout of a market, as well as the level of progression of its portfolio in the individual market.
In the U. S. , Brown-Forman typically sells its brands to suppliers or state governments (in states that directly sell alcohol), who then sell them to retail consumers and consumers.
In other markets, notably Italy and South Africa, the distribution of their brands is dependent on third parties, under fixed-term distribution contracts.