Brown-Forman Announces Launch of Distribution Business in Italy

Rhea-AI Summary

Brown-Forman Corporation (BF) plans to distribute its own brands in Italy starting May 1, 2025, aiming to boost growth in the Italian market. Italy is a key market for the company's Jack Daniel’s Family of Brands, especially Gin Mare and Diplomático Rum. Brown-Forman is the leading company in the premium+ spirits industry in Italy, with Jack Daniel’s as the top whiskey and Gin Mare as the second in the super premium+ gin category. The move to establish its own distribution organization in Italy is expected to enhance consumer focus and brand prioritization, supported by a skilled team.

Positive

• Brown-Forman plans to distribute its own brands in Italy from May 1, 2025.
• Italy is a crucial market for the company's Jack Daniel’s Family of Brands, including Gin Mare and Diplomático Rum.
• Brown-Forman is the top company in the premium+ spirits industry in Italy, with Jack Daniel’s as the leading whiskey and Gin Mare as the second in the super premium+ gin category.
• Establishing its own distribution business in Italy is anticipated to improve consumer focus and brand prioritization, backed by a talented team.

Negative

• None.

Market Research Analyst

The strategic move by Brown-Forman Corporation to distribute its own brands in Italy is a significant step that underscores the company's commitment to expanding its market share and presence in the European spirits sector. This initiative is poised to enhance brand visibility and control over the market strategy, particularly for their Jack Daniel's Family of Brands, Gin Mare and Diplomático Rum. The emphasis on Italy, one of the top five spirits markets in the EU and the leading market for Gin Mare, indicates a targeted approach to leverage existing market strengths.

Italy's premium spirits industry is growing, with a notable increase in consumer demand for high-quality alcoholic beverages. By establishing direct distribution, Brown-Forman can better align its marketing and sales efforts with this premiumization trend. Additionally, having a dedicated distribution network can improve operational efficiencies and customer service, potentially leading to increased market penetration and customer loyalty.

However, this move also involves substantial investment and risks associated with setting up a new distribution arm, such as regulatory compliance, logistics challenges and the need to establish a strong local team. Furthermore, the impact on existing distributor relationships and the broader supply chain must be carefully managed to avoid disruptions.

Financial Analyst

The announcement by Brown-Forman Corporation to take over its own distribution in Italy by 2025 could have a notable impact on its financial outlook and stock market performance. Direct distribution often leads to higher margins due to the elimination of intermediary costs. The increased control over the supply chain could result in cost efficiencies and a potentially stronger pricing power, which are attractive to investors.

Italy's ranking as a top spirits market in the EU with a growing premium segment suggests that this move is strategically aimed at capitalizing on a profitable niche. If successful, this could lead to upward revisions in revenue projections and potentially enhance earnings per share (EPS). However, investors will also be weighing the initial outlay and increased operational complexity against the long-term financial benefits.

It is important to monitor the company's quarterly financials following the transition for indicators such as sales growth, operating margin expansion and return on investment. These metrics will provide insight into the effectiveness of the new distribution strategy and its impact on the company's bottom line.

Legal Expert

From a legal standpoint, Brown-Forman's decision to distribute its own products in Italy entails navigating the country's complex regulatory framework for alcohol distribution. The company will need to ensure compliance with Italian laws and European Union regulations, which cover aspects such as licensing, advertising and taxation of alcoholic beverages.

Setting up a distribution network also requires understanding and adhering to local labor laws and contractual obligations with potential employees and partners. The transition from third-party distributors to a company-owned distribution system must be managed to avoid potential legal disputes or contractual breaches.

While the legal intricacies do not directly influence the stock market, they pose operational risks that could have financial implications if not managed properly. Investors should be aware that the success of such a strategic move partially hinges on the company's ability to mitigate legal and regulatory risks.

LOUISVILLE, Ky.--(BUSINESS WIRE)-- Brown-Forman Corporation (NYSE:BFA,BFB), one of the largest American-owned spirits companies, announces today its plan to distribute its own brands in Italy, effective May 1, 2025.

“We believe setting up our own distribution organization will enable the growth of our brands across all channels in Italy,” said Agnieszka Przybylek, General Manager, Brown-Forman Italy.

“Italy is an important market for driving the growth of our Jack Daniel’s Family of Brands globally and, in particular, for our latest portfolio additions, Gin Mare and Diplomático Rum. We believe that the creation of our own distribution business in this market will offer increased consumer focus and prioritization of our brands, empowered by a talented team,” said Yiannis Pafilis, EVP, President of Europe, Brown-Forman.

According to IWSR, Italy is among the top five spirits markets in the European Union (excluding the UK) and the leading market for Gin Mare globally. In Italy, Brown-Forman is the #1 company in the premium+ spirits industry, with Jack Daniel’s being the #1 whiskey in the market, and Gin Mare the #2 in the super premium+ gin category, the fastest growing category over the past five years (IWSR 2022).

Brown-Forman directly sells its brands in several European markets, including Belgium, Czechia, France, Germany, Luxembourg, Poland, Slovakia, Spain, Türkiye, and the UK.

For more than 150 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel's Tennessee Whiskey, Jack Daniel's Ready-to-Drinks, Jack Daniel's Tennessee Honey, Jack Daniel's Tennessee Fire, Jack Daniel's Tennessee Apple, Gentleman Jack, Jack Daniel's Single Barrel, Woodford Reserve, Old Forester, Coopers’ Craft, The GlenDronach, Benriach, Glenglassaugh, Slane, Herradura, el Jimador, New Mix, Korbel, Chambord, Fords Gin, Gin Mare, and Diplomático Rum. Brown-Forman’s brands are supported by approximately 5,600 employees globally and sold in more than 170 countries worldwide. For more information about the company, please visit brown-forman.com. Follow us on LinkedIn, Instagram, and X, formerly Twitter.

Important Information on Forward-Looking Statements:

This press release contains statements, estimates, and projections that are “forward-looking statements” as defined under U.S. federal securities laws, including statements regarding the Company’s anticipated creation of a direct selling organization in Italy and its impact on the Company’s business. Words such as “aim,” “anticipate,” “aspire,” “believe,” “can,” “continue,” “could,” “envision,” “estimate,” “expect,” “expectation,” “intend,” “may,” “might,” “plan,” “potential,” “project,” “pursue,” “see,” “seek,” “should,” “will,” “would,” and similar words indicate forward-looking statements, which speak only as of the date we make them. Except as required by law, we do not intend to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise. By their nature, forward-looking statements involve risks, uncertainties, and other factors (many beyond our control) that could cause our actual results to differ materially from our historical experience or from our current expectations or projections. These risks and uncertainties include, but are not limited to:

• Our substantial dependence upon the continued growth of the Jack Daniel's family of brands
• Substantial competition from new entrants, consolidations by competitors and retailers, and other competitive activities, such as pricing actions (including price reductions, promotions, discounting, couponing, or free goods), marketing, category expansion, product introductions, or entry or expansion in our geographic markets or distribution networks
• Route-to-consumer changes that affect the timing of our sales, temporarily disrupt the marketing or sale of our products, or result in higher fixed costs
• Disruption of our distribution network or inventory fluctuations in our products by distributors, wholesalers, or retailers
• Changes in consumer preferences, consumption, or purchase patterns – particularly away from larger producers in favor of small distilleries or local producers, or away from brown spirits, our premium products, or spirits generally, and our ability to anticipate or react to them; further legalization of marijuana; bar, restaurant, travel, or other on-premise declines; shifts in demographic or health and wellness trends; or unfavorable consumer reaction to new products, line extensions, package changes, product reformulations, or other product innovation
• Production facility, aging warehouse, or supply chain disruption
• Imprecision in supply/demand forecasting
• Higher costs, lower quality, or unavailability of energy, water, raw materials, product ingredients, or labor
• Risks associated with acquisitions, dispositions, business partnerships, or investments – such as acquisition integration, termination difficulties or costs, or impairment in recorded value
• Impact of health epidemics and pandemics, and the risk of the resulting negative economic impacts and related governmental actions
• Unfavorable global or regional economic conditions and related economic slowdowns or recessions, low consumer confidence, high unemployment, weak credit or capital markets, budget deficits, burdensome government debt, austerity measures, higher interest rates, higher taxes, political instability, higher inflation, deflation, lower returns on pension assets, or lower discount rates for pension obligations
• Product recalls or other product liability claims, product tampering, contamination, or quality issues
• Negative publicity related to our company, products, brands, marketing, executive leadership, employees, Board of Directors, family stockholders, operations, business performance, or prospects
• Failure to attract or retain key executive or employee talent
• Risks associated with being a U.S.-based company with a global business, including commercial, political, and financial risks; local labor policies and conditions; protectionist trade policies, or economic or trade sanctions, including additional retaliatory tariffs on American whiskeys and the effectiveness of our actions to mitigate the negative impact on our margins, sales, and distributors; compliance with local trade practices and other regulations; terrorism, kidnapping, extortion, or other types of violence; and health pandemics
• Failure to comply with anti-corruption laws, trade sanctions and restrictions, or similar laws or regulations
• Fluctuations in foreign currency exchange rates, particularly a stronger U.S. dollar
• Changes in laws, regulatory measures, or governmental policies, especially those affecting production, importation, marketing, labeling, pricing, distribution, sale, or consumption of our beverage alcohol products
• Tax rate changes (including excise, corporate, sales or value-added taxes, property taxes, payroll taxes, import and export duties, and tariffs) or changes in related reserves, changes in tax rules or accounting standards, and the unpredictability and suddenness with which they can occur
• Decline in the social acceptability of beverage alcohol in significant markets
• Significant additional labeling or warning requirements or limitations on availability of our beverage alcohol products
• Counterfeiting and inadequate protection of our intellectual property rights
• Significant legal disputes and proceedings, or government investigations
• Cyber breach or failure or corruption of our key information technology systems or those of our suppliers, customers, or direct and indirect business partners, or failure to comply with personal data protection laws
• Our status as a family “controlled company” under New York Stock Exchange rules, and our dual-class share structure

For further information on these and other risks, please refer to our public filings, including the “Risk Factors” section of our annual report on Form 10-K and quarterly reports on form 10-Q filed with the Securities and Exchange Commission.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240301634427/en/

Elizabeth Conway

Director

External Communications

Corporate Communications

502-774-7737

elizabeth_conway@b-f.com

Maike Ladebeck

Director

Communications

Europe/Emerging International

+49 172 2643602

maike_ladebeck@b-f.com

Source: Brown-Forman Corporation

FAQ

When will Brown-Forman start distributing its own brands in Italy?

Brown-Forman plans to distribute its own brands in Italy starting May 1, 2025.

Which brands will Brown-Forman focus on in the Italian market?

Brown-Forman will focus on its Jack Daniel’s Family of Brands, including Gin Mare and Diplomático Rum, in Italy.

What is Brown-Forman's position in the spirits industry in Italy?

Brown-Forman is the top company in the premium+ spirits industry in Italy, with Jack Daniel’s as the leading whiskey and Gin Mare as the second in the super premium+ gin category.

How does Brown-Forman expect to benefit from establishing its own distribution organization in Italy?

Brown-Forman anticipates improved consumer focus and brand prioritization in Italy, supported by a skilled team, through its own distribution business.