Brown-Forman announced a major overhaul of its distribution strategy after completing a Request for Proposal (RFP) process to select new distribution partners across 13 markets. As a result of this strategic shift, Brown-Forman will end its partnership with Republic National Distributing Co. (RNDC) in 11 states, reducing its collaboration from 23 markets down to just 12.
The announcement follows Brown-Forman's decision in February to replace RNDC with beer distributor Reyes Beverage Group in California.
Under the new distribution strategy, Brown-Forman will partner with a mix of traditional spirits distributors and beer distributors. The traditional spirits partners include Johnson Brothers, Oklahoma Spirits Alliance, and Southern Glazer's Wine & Spirits, while the beer distributors include Columbia Distributing, Keg-1 River City, Reyes Beverage Group, and Specialty Imports.
The shift is the latest move in a growing trend that's seen spirits brands increasingly favor beer distributors as a part of their route to market strategy.
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