American-based spirits brand Brown-Forman enters Japan market

Brown-Forman previously entered the market in the 1970s.

American-based spirits brand Brown-Forman Corporation has launched in Japan, the first time the company entered the market since the 1970s.

Alongside the official launch of its distribution business, Brown-Forman opened a new Japan office in the city centre of Tokyo at the end of 2023.

“With our dedicated team in place and our new and inspiring headquarters in the heart of Tokyo, we are ideally set up to further the growth of our brands in Japan across all channels,” Aaron Martin, vice president and general manager of Brown-Forman Japan, said.

Brown-Forman aims to leverage its presence over the market through its portfolio that includes The GlenDronach, Benriach, and Glenglassaugh.

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“Japan is an important market as we drive the growth of our Jack Daniel’s family of brands, Woodford Reserve, and our broader super premium portfolio. The significant expansion of our own Brown-Forman Japan organization and capabilities reflects our strong belief in the immense potential of the Japanese market,” Ricardo Cupido, vice president and managing director of Brown-Forman Asia, said.

Currently, the Brown-Forman Corporation is operating in key Asian markets, such as Taiwan, Thailand, and South Korea