Bacardi and Brown-Forman have agreed to end their distribution partnership in Germany.
From September, Bacardi will no longer distribute in Germany for the producer of Southern Comfort and Jack Daniel’s, Bacardi announced today (1 February).
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It said that a decision to end the distribution was “mutually agreed”.
Bacardi CEO Séamus McBride said: “This decision supports Bacardi’s strategy of growing its family of premium brands in key regional and local markets.”
Bacardi wants to focus solely on core brands, such as Bacardi, Martini, Grey Goose vodka and Bombay Sapphire gin, it said.
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