Brown-Forman brings all UK distribution in-house

By Lisa Riley

Published: 26 January, 2021

Brown-Forman has announced that it will distribute the entirety of its brand portfolio in the UK.

As a result of the change, Brown-Forman UK’s arrangement with current premium brand distributor Mangrove UK will expire on 1 May, 2021.

Currently, Mangrove distributes The BenRiach, The GlenDronach, and Glenglassaugh Scotch whisky brands, el Jimador and Herradura tequila brands, and Old Forester Kentucky bourbon whiskey brand on behalf of Brown-Forman.

Brown-Forman said it was “pleased with the growth these brands have achieved and the foundation Mangrove UK has helped build with consumers and customers”.

“We would like to thank Mangrove UK for their work and valued contribution to helping build our premium Scotch whisky, tequila, and Old Forester brands in the UK,” said Jeremy Shepherd, Brown-Forman vice president, general manager, UK.

By having all its brands in the same distribution organisation, Brown-Forman said it believed it would “further drive the growth and development of our entire portfolio of brands across the country”, added Shepherd.

Nick Gillett, MD, Mangrove UK, said: “I have been immensely proud to represent these brands over the last decade. The growth in volume, reputation, and customer awareness that we have been able to achieve will provide a very solid platform as the brands return to the wider Brown-Forman portfolio. We will be left with some great memories and friendships and will concentrate on achieving the same successes for our new portfolio.”

Brown-Forman established its own distribution company in the UK in May 2020. At that time, Brown-Forman UK began distributing its Jack Daniel’s Family of Brands, Woodford Reserve, Chambord, and other brands throughout the market.

At the beginning of this month, Mangrove UK announced it had nabbed a former Blue Peter presenter, Joel Defries, to add some to pizzazz to its marketing strategy.