2024 distribution changes for Brown-Forman in Japan

Brown-Forman has announced its plan to distribute its own brands in Japan, effective 1 April 2024.

The brand has been in collaboration with Asahi for its distribution in this market, which will continue through to 31 March 2024.

Commenting on the distribution change, Brown-Forman Japan general manager Aaron Martin said: “We would like to thank Asahi and their entire team for their partnership over the past ten years and for successfully growing our portfolio in Japan.”

Japan is one of the world’s largest spirits markets, in particular in the category of premium whisky.

Brown-Forman Asia managing director Ricardo Cupido added: “We believe the new Brown-Forman Japan organization will drive growth through the continued development of our Jack Daniel's Family of Brands and the broader super-premium brand portfolio in a key market. 

“This move is an important milestone for Brown-Forman and follows successful launches of owned distribution organizations in other regions of the world, including the recent transitions in Asia with South Korea, Taiwan, and Thailand.”

6 June 2023 - Bradley Weir