Brown-Forman Corporation, the iconic American spirits company behind brands like Jack Daniel’s, Woodford Reserve, and Herradura, has successfully concluded its U.S. Request for Proposal (RFP) process for portfolio distribution across select markets.
This strategic initiative will lead to changes in 13 markets and marks the company’s most significant distributor network transition in over six decades.
The newly announced distributor alignments, effective August 1, 2025, are designed to enhance brand reach, elevate consumer engagement, and strengthen route-to-market capabilities amid an evolving beverage alcohol landscape.
Strategic Distributor Appointments
Brown-Forman has appointed seven new distributor organizations in the following markets:
- Johnson Brothers: Indiana, Minnesota, Nebraska, North Dakota, South Dakota, and Texas
- Southern Glazer’s Wine & Spirits: Louisiana and New York, with continued coverage in Arkansas, Kansas, Massachusetts, Missouri, and Rhode Island
- Columbia Distributing: Washington
- Keg-1 River City: Kentucky
- Oklahoma Spirits Alliance (Capital, LDF, & Fisher 59): Oklahoma
- Reyes Beverage Group: Hawaii; California (announced February 2025, effective May 2025)
- Specialty Imports: Alaska
These decisions were made following a rigorous evaluation of distributor capabilities, alignment with Brown-Forman’s brand vision, and ability to drive growth in dynamic markets.
A Transformational Step Forward
Michael Masick, Executive Vice President and President of the Americas, emphasized the importance of this milestone:
“This 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. The process has allowed us to deepen partnerships and forge new ones, all centered around a unified vision for success.”
Robinson Brown IV, Senior Vice President and Managing Director for USA & Canada, echoed the sentiment, highlighting the significance of the move:
“This is Brown-Forman’s first significant route-to-consumer change in over 60 years. It’s a decision made with thoughtful consideration, and one that we believe opens the door to accelerated momentum and long-term growth.”
Recognizing Longstanding Partnerships
Brown-Forman also extended gratitude to its outgoing and continuing distribution partners for their longstanding contributions to building the company’s U.S. market presence. While some relationships are evolving, their foundational role in brand building was acknowledged and appreciated.
Breakthru Beverage Group Becomes Largest National Partner
Following the restructuring, Breakthru Beverage Group (BBG) will now serve as Brown-Forman’s largest national distributor partner, covering 14 key markets across the U.S. and Canada. This reinforces BBG’s role as a central player in advancing Brown-Forman’s premium portfolio in North America.
A Future-Focused Commitment
With this transition, Brown-Forman reaffirms its commitment to delivering long-term value by ensuring that each brand in its distinguished portfolio receives the focus and investment it needs to thrive. The reshaping of distributor partnerships marks a forward-looking chapter in Brown-Forman’s 150-year legacy.
Source: Brown-Forman