Campari secures Italian distribution rights for Brown-Forman's spirit portfolio including Jack Daniel's
Campari has been awarded the Italian distribution rights for the spirit portfolio of the US-based company Brown-Forman, one of the largest industry players worldwide.
The agreement, effective from 1 May 2005, includes all spirits brands owned by Brown-Forman currently available on the Italian market: Jack Daniel’s Tennessee Whiskey, the best selling American whiskey in the world and one of the most dynamic premium brands in Italy, Southern Comfort, a unique and highly versatile liqueur, Woodford Reserve, a super premium bourbon, Tuaca, an Italian brandy based liqueur and Finlandia Vodka.
The Italian distribution rights were granted to the Campari Group following a re-assessment of the distribution agreements implemented by Brown Forman in a number of European countries.
This partnership offers the Group a synergetic and complementary portfolio allowing Campari to further consolidate its presence in the Italian premium spirits market. Moreover, the agreement is a major opportunity to strengthen the Group’s clout in the on-premise channel, with particular reference to the trendiest bars and restaurants, which constitute a key business segment.