Brown-Forman to end long-running Austria distribution partnership with Bacardi

Brown-Forman has announced that from next year, its Jack Daniel’s family of brands will be distributed by Liquid Spirits in Austria, ending its partnership with Bacardi.

Brown-Forman’s distribution arrangement with Bacardi will expire at the end of this year, concluding a partnership that has lasted for more than 15 years.

“We believe partnering with Liquid Spirits in Austria will help further the growth of the Jack Daniel’s Tennessee Whiskey family of brands,” said Agnieszka Przybylek, general manager, Brown-Forman, Italy and Alps.

“Jack Daniel’s continues to lead the way for American whiskey in Austria and, in partnership with Liquid Spirits, we look forward to continuing to grow the business and bringing Jack Daniel’s to more consumers.”

Przybylek continued: “Brown-Forman’s brands have been distributed in Austria by Bacardi for more than 15 years. We want to thank Bacardi for their long-term cooperation in Austria.”

Oliver Dombrowski, CEO, Liquid Spirits, added: “Liquid Spirits is very proud to take over the responsibility of Jack Daniel’s in the Austrian market. Together, we look forward to a strong and fruitful partnership with Brown-Forman.”