Bacardi and Brown-Forman to end partnership in UK

Global spirits producer Bacardi and US-based spirits and wine company Brown-Forman Corporation have agreed to end their UK agreement, which is set to expire in April next year.

The two companies entered a partnership in 2002. Since then, they have been using the Bacardi sales team and logistics operation under the banner of Bacardi Brown-Forman Brands.

Each company has been responsible for the marketing of its own brands in the UK market.

With this development, Bacardi will dedicate all its resources and focus on delivering its premium portfolio, which includes brands such as Bacardí rum, Bombay Sapphire gin, Grey Goose vodka, Patrón tequila, Martini vermouth and St-Germain liqueur.

The company will also focus on its line of innovations that includes Bacardí Añejo Cuatro, Bacardí Spiced and Martini Fiero.

On the other hand, Brown-Forman is planning to set up its own distribution company in the UK to further develop Jack Daniel’s Tennessee Whiskey family of brands.

It will also focus on the growth of its premium brand portfolio, including Woodford Reserve bourbon, Herradura and el Jimador tequilas, Finlandia vodka and Slane Irish Whiskey.

Bacardi and Brown-Forman established their presence in the UK market during the 17-year partnership and now both agree to part ways to take control of their respective businesses and portfolios.

In April, Bacardi extended its Martini brand portfolio with the launch of a new orange variant, Martini Fiero, in the UK.

Until April 2020, they will continue under the current agreement and work together for a better transition.