Brown-Forman to Set up Own Distribution
Company in Germany
February 01, 2010 08:30 AM Eastern Time
LOUISVILLE, Ky.--(EON: Enhanced Online News)--Brown-Forman (NYSE:BFB)(NYSE:BFA) announced
today that it is establishing its own distribution company in Germany, effective October 1, 2010.
Brown-Forman will establish a fully-owned sales and marketing operation in Germany, long one of the company’s
largest and most important countries outside of the United States. Germany will join the U.S., Australia, Poland,
Mexico, China, South Korea, the Czech Republic, and Taiwan as countries where Brown-Forman has fully-owned
sales and marketing operations.
Brown-Forman’s current distributor in Germany is Bacardi. “We thank Bacardi for their valued contributions on our
behalf in Germany over the years,” said Brown-Forman Chief Executive Officer Paul Varga, noting that Brown-
Forman and Bacardi continue to do business together in a number of important markets around the world, most
notably in Brown-Forman’s two largest countries, the United States and the United Kingdom.
“Our route-to-market decisions illustrate Brown-Forman’s desire to continuously improve our in-market knowledge,
influence, and brand-building capabilities across the globe,” stated Varga. “We believe that establishing our own
distribution company will help us accelerate the development of our brand portfolio in Germany over time."
Brown-Forman principally markets the Jack Daniel's family of brands, Southern Comfort, and Finlandia Vodka, and
has expectations that other brands in its portfolio, such as Woodford Reserve, Tequila Herradura, and el Jimador
Tequila, will grow in importance over the long term.
Brown-Forman is in discussions with Bacardi and other distributors in additional European markets with contracts
expiring in 2010. The company expects to provide an update on these distribution arrangements when they are
Brown-Forman Corporation is a producer and marketer of fine quality beverage alcohol brands, inclu