Brown-Forman – producer of iconic brands such as the Jack Daniel’s, Woodford Reserve, and Old Forester – Overhauls U.S. Distribution Network Across 13 States.
Brown-Forman Corporation has announced the results of its recent Request for Proposal (RFP) process, reshaping its U.S. distribution strategy in 13 markets. The company selected seven new distributor organizations and will retain existing partners in other states involved in the RFP. This marks Brown-Forman’s most significant update to its U.S. route-to-consumer strategy in more than six decades.
Strategic Shift Aims to Enhance Brand Reach
According to Brown-Forman, the distributor changes reflect its ongoing effort to adapt to a dynamic beverage alcohol industry while maximizing investment, focus, and distribution capabilities. “This milestone marks an exciting evolution in our U.S. strategy, building upon our commitment to elevate our premium spirits portfolio and reach consumers in impactful ways,” said Michael Masick, executive vice president and president, Americas.
Leadership Highlights Growth Opportunities
Robinson Brown IV, senior vice president and managing director, USA & Canada, emphasized the importance of the decision, stating, “These decisions were taken with great thought and care, and we believe they will bring tremendous opportunities for growth in the years and decades to come. Together, we will share Brown-Forman’s iconic family of brands with consumers across the U.S., fueling accelerated momentum and achieving new levels of success.”
New Distributor Assignments Effective August 1, 2025
Starting August 1, 2025, the following distributors will represent Brown-Forman in these states:
- Johnson Brothers: Indiana, Minnesota, Nebraska, North Dakota, South Dakota, Texas
- Southern Glazer’s Wine & Spirits: Louisiana and New York; continued alignment in Arkansas, Kansas, Massachusetts, Missouri, and Rhode Island
- Columbia Distributing: Washington
- Keg-1 River City: Kentucky
- Oklahoma Spirits Alliance (Capital, LDF, & Fisher 59): Oklahoma
- Reyes Beverage Group: Hawaii and California (announced February 2025, effective May 2025)
- Specialty Imports: Alaska
The changes position Breakthru Beverage Group (BBG) as Brown-Forman’s largest national distributor partner, now covering 14 key markets across the United States and Canada.
Brown-Forman: A Pillar of American Whiskey and Global Spirits
Brown-Forman Corporation is one of the most influential companies in the American whiskey industry, with a legacy spanning more than 150 years. As the producer of iconic brands such as the Jack Daniel’s, Woodford Reserve, Old Forester, and Coopers’ Craft, Brown-Forman has played a foundational role in shaping the global perception and growth of American whiskey.
The company’s broad portfolio also includes premium spirits across other categories, such as Herradura and el Jimador tequilas, Korbel California Champagne, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane Irish Whiskey, and a selection of distinguished Scotch whiskies—The Glendronach, Glenglassaugh, and Benriach.
Learn more at brown-forman.com and follow the company on LinkedIn, Instagram, and X.
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