Brown‑Forman Corporation has announced the launch of its own distribution business in Italy. This move marks a strategic shift for the company, aiming to bring its portfolio directly to Italian consumers and customers for the first time. The Brown‑Forman Italy headquarters will remain located in Milan.
“The creation of our own distribution business in Italy signifies Brown‑Forman's dedication to unlocking the full potential of the dynamic Italian spirits market," said Yiannis Pafilis, EVP, President of Europe, Africa, Asia Pacific at Brown‑Forman. He further explained that owning their distribution would allow them to deepen collaboration with Italian trade partners and accelerate growth for key super-premium brands like Diplomático Rum and Gin Mare.
Italy is considered a significant market for Brown‑Forman, ranking among the top five spirits markets in the European Union according to IWSR. The company holds the No. 1 position in the Italian premium+ spirits category by volume, with Jack Daniel’s leading in whiskey and Gin Mare holding second place in super-premium gin (IWSR 2023).
Agnieszka Przybylek, General Manager for Italy at Brown‑Forman, expressed enthusiasm about this development: "With our own distribution business, we are empowered to tailor our strategies to the unique characteristics of the Italian market." She added that they look forward to building strong relationships with Italian trade partners and introducing their brands to more consumers.
This expansion aligns with Brown‑Forman's strategy across key European territories including Belgium, Czechia, France, Germany, Luxembourg, Poland, Slovakia, Spain, Türkiye, and the UK.
Brown‑Forman Corporation has been creating spirits brands for over 150 years. Its portfolio includes well-known names such as Jack Daniel’s Family of Brands and Woodford Reserve among others. With around 5,400 employees globally, it shares its products across more than 170 countries.
The release contains forward-looking statements as defined under U.S. federal securities laws reflecting management’s expectations regarding future events. These statements involve risks and uncertainties which could cause actual results to differ materially from expectations.
For more information on factors affecting these outcomes refer to public filings like the “Risk Factors” section of their Annual Report on Form 10-K filed with SEC.