Brown-Forman launches its own distribution business in Japan

LOUISVILLE, Ky. — For the first time since the company entered the Japanese spirits market in the 1970s, Brown-Forman Corp. is launching its own distribution business in that nation today, bringing the distribution in-house.

A new Brown-Forman Japan office opened in the city center of Tokyo at the end of 2023.

“With our dedicated team in place and our new and inspiring headquarters in the heart of Tokyo, we are ideally set up to further the growth of our brands in Japan across all channels,” said Aaron Martin, VP, general manager, Brown-Forman Japan.

Japan is one of the world’s largest premium and super premium whiskey markets with Jack Daniel’s, the world’s most valuable spirits brand, leading the premium whiskey category in Japan (IWSR 2022).

“Japan is an important market as we drive the growth of our Jack Daniel’s family of brands, Woodford Reserve, and our broader super premium portfolio. The significant expansion of our own Brown-Forman Japan organization and capabilities reflects our strong belief in the immense potential of the Japanese market,” said Ricardo Cupido, VP, managing director, Brown-Forman Asia.

“This strategic move allows us to introduce our brands to consumers with an even greater focus and prioritization,” said Thomas Hinrichs, EVP, president of Brown-Forman Emerging International. “We see great opportunity in Japan given the strength of our portfolio which also includes The GlenDronach, Benriach, and Glenglassaugh, our award-winning Single Malt Scotches.”

Brown‑Forman directly sells its brands in key global markets, including Taiwan, Thailand, and South Korea in the Asian region.

For more than 150 years, Brown-Forman has produced and grown beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Ready-to-Drinks, Woodford Reserve, Old Forester, Coopers’ Craft, The GlenDronach, Benriach, Glenglassaugh, Slane, Herradura, el Jimador, New Mix, Korbel, Chambord, Fords Gin, Gin Mare, and Diplomático Rum. Brown-Forman’s brands are supported by approximately 5,600 employees globally and sold in more than 170 countries worldwide.