Bacardi Limited, Hamilton, Bermuda, and Brown-Forman, Louisville, Ky., mutually have agreed to end their distribution arrangements in Germany and not to renew their distribution contract expiring at the end of September 2010.
Bacardi, which has distributed for Brown-Forman in Germany for a number of years, wishes to focus on its core brands of Bacardi rum, Martini vermouth, Grey Goose vodka, Eristoff vodka, Bombay Sapphire gin and Dewar’s Scotch whisky in the German market, and Brown Forman will be making its own arrangements to create a new subsidiary.
“This decision supports Bacardi’s strategy of growing its family of premium brands in key regional and local markets,” said Séamus McBride, Bacardi Limited chief executive officer, in a statement.
The two companies’ cooperation will continue in the United States and the United Kingdom as well as a number of other markets worldwide. Both companies will continue to explore new arrangements where appropriate.
Did you enjoy this article? Click here to subscribe to Beverage Industry
The January 2016 issue of Beverage Industry includes a cover story on our Bottler of the Year, as well as articles about juice smoothies, RTD cold-brew coffee, and supermarket growth. Check it out today!