Brown-Forman Corporation has completed its Request for Proposal (RFP) process to appoint new distributors in select U.S. markets. The company announced the selection of seven new distributor organizations for 13 markets, while maintaining its existing network in other areas where the RFP was conducted.
"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," stated Michael Masick, executive vice president and president, Americas, Brown-Forman. He emphasized that the process allowed the company to evolve existing relationships and form new ones with a common vision for Brown-Forman brands.
Robinson Brown IV, senior vice president and managing director for USA & Canada at Brown-Forman, highlighted this as the first significant change to their U.S. route-to-consumer landscape in over 60 years. "These decisions were taken with great thought and care," he said, expressing confidence that they will bring growth opportunities.
The new distribution partners include Johnson Brothers covering Indiana, Minnesota, Nebraska, North Dakota, South Dakota, and Texas; Southern Glazer's Wine & Spirits handling Louisiana and New York; Columbia Distributing representing Washington; Keg-1 River City taking on Kentucky; Oklahoma Spirits Alliance serving Oklahoma; Reyes Beverage Group managing Hawaii and California; and Specialty Imports covering Alaska.
Brown acknowledged the contributions of all distributors who have supported Brown-Forman's market presence over the years. Despite changes in relationships, he recognized their dedication as foundational to future growth.
The reshaping of distributor relationships positions Breakthru Beverage Group as Brown-Forman’s largest national distributor partner across 14 key markets in the U.S. and Canada.
This announcement concludes Brown-Forman's RFP process for open states within the United States.