The expansion of company’s Japanese organization reflects its strong belief in potential of Japanese market for the Jack Daniel’s family of brands, Woodford Reserve, and broader portfolio of Scotch
Brown-Forman Corporation, one of the largest American-owned spirits companies, just announced the launch of its own distribution business in Japan. The move brings distribution in-house for the first time since the company entered the Japanese market in the 1970s. This comes on the heels of Brown-Forman’s new Tokyo Japan office which opened at the end of 2023.
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). Brown-Forman boasts a diverse spirits portfolio including Jack Daniel’s Tennessee Whiskey, Gentleman Jack, Jack Daniel’s Single Barrel, 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 directly sells its brands in key global markets, including Taiwan, Thailand, and South Korea in the Asian region.
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.
Aaron Martin, VP & GM of Brown-Forman Japan
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.
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. 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.
Thomas Hinrichs, EVP, President of Brown-Forman Emerging International
About Brown-Forman:
For more than 150 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Ready-to-Drinks, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Gentleman Jack, Jack Daniel’s Single Barrel, 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. For more information about the company, please visit brown-forman.com.
Listen to Bourbon Lens on your favorite podcast app or stream on Spotify. If you’d like to support Bourbon Lens, subscribe to our Patreon, sign up for our “Weekly Pour” Newsletter, and don’t forget to follow us on Facebook, Instagram, and X.
If you like cocktails, subscribe to our second podcast, Cocktails with Friends. Cocktails with Friends is hosted by our good friend and partner, Bob Cutler.
Recent Bourbon Lens Coverage
- Glenfiddich & Aston Martin Formula 1 Team Launch New Partnership with Ultra-Rare Scotch Whisky
- 2XO Gem of Kentucky is the Double-Barreled Bourbon Worth Hunting
- Hidden Barn’s Third Annual Maderia-Finished Bourbon is a “Perfect Harmony”
- Loch Lomond Crowned Scotch Whisky Producer of the Year at the 2024 IWSC
- Redwood Empire Whiskey Announces New Haystack Needle Single Barrel Program
- Pendleton 1910 Bourbon: New Whiskey, A Decade in the Making
