FRANCE: Brown-Forman to take distribution in-house

By | 17 January 2013

Brown-Forman is looking to boost the profile of Jack Daniels in France

Brown-Forman is looking to boost the profile of Jack Daniel's in France

Brown-Forman has announced plans to set up its own distribution company in France. 

The US group will end its contract with Bacardi Martini France - its current distributor in the country – at the end of this year, the company said today (17 January). Its new distribution company will then become effective on 1 January, 2014.

“We believe that establishing our own distribution company in France will further the growth of the Jack Daniel’s trademark and, additionally, support the development of our broader premium brand portfolio in this important market," said Mark McCallum, Brown-Forman's EAE (Europe, African and Eurasia)/APAC (Asia-Pacific) president. 

The company has been growing its volumes in France, the world's third largest whiskey market, at a double-digit annual rate since 2005, it said.

Brown-Forman already has full-owned sales and marketing operations in the US, Germany, Australia, Poland, Mexico, China, South Korea, Brazil, the Czech Republic and Taiwan. 

Last month the company reported a 16% jump in first-half net profits to US$320.5m.

Expert analysis

Consumer Trends in the Spirits Market in France

This report provides the results for the Spirits market in France, from Canadean’s unique, highly detailed and proprietary online survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Sectors: Spirits

Companies: Brown-Forman, Bacardi

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