US: Brown-Forman and Bacardi Form US Partnership

By just-drinks.com editorial team | 4 April 2002

By Anne Brockhoff Brown-Forman and Bacardi USA, a unit of Bacardi Ltd, have forged a new partnership called the Gemini Alliance to boost their distribution power in the US, the companies said Wednesday. While the partnership will help the both parties jointly manage relationships with brokers and beverage alcohol boards, building greater distribution muscle in a rapidly consolidating market will be the key to its success, Brown-Forman spokesman Phil Lynch said.

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By Anne Brockhoff Brown-Forman and Bacardi USA, a unit of Bacardi Ltd, have forged a new partnership called the Gemini Alliance to boost their distribution power in the US, the companies said Wednesday. While the partnership will help the both parties jointly manage relationships with brokers and beverage alcohol boards, building greater distribution muscle in a rapidly consolidating market will be the key to its success, Brown-Forman spokesman Phil Lynch said.

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