Brown-Forman Corporation and Reyes Beverage Group have announced a new distribution partnership in California, effective May 1, 2025. This decision highlights the companies' focus on growth in the U.S.'s largest spirits market.
Michael Masick, executive vice president and president of the Americas at Brown-Forman, expressed enthusiasm about the partnership. "We are incredibly excited to expand our distribution partnership with Reyes Beverage Group in California," he said. He emphasized that optimizing market routes is crucial for business growth, noting that after a formal request for proposal process starting in 2024, they are confident Reyes Beverage Group will help achieve their growth objectives.
Robinson Brown IV, senior vice president and managing director for USA & Canada at Brown-Forman, added: "Reyes Beverage Group’s elite execution and operational excellence... makes them a natural fit for Brown-Forman."
Tom Day, CEO of Reyes Beverage Group, shared his excitement: “We are thrilled to continue building our relationship with Brown-Forman and represent their full portfolio of legacy brands... in California.” He noted that this partnership allows Reyes to enhance its position as a beverage distributor and leverage market knowledge for mutual growth.
The expanded partnership reflects Brown-Forman's commitment to evolving its distribution network amid changes in the beverage alcohol industry. Since 2022, Reyes has supported Brown-Forman's Jack Daniel’s & Coca-Cola RTD in California. Meanwhile, Republic National Distributing Company (RNDC) currently handles other spirits distribution for Brown-Forman in the state.
“We are grateful for the many years of partnership with RNDC in California," Robinson Brown stated. He acknowledged RNDC's contributions and valued relationships across 23 states where they collaborate.
Brown-Forman Corporation has been crafting spirits brands for over 150 years with products like Jack Daniel’s and Woodford Reserve distributed globally by around 5,400 employees. Reyes Beverage Group operates across multiple U.S. states with over 9,300 employees delivering millions of cases annually.
Both companies highlight forward-looking statements subject to risks beyond their control which could affect actual results differently from projections.