Jack Daniels maker Brown-Forman and Bacardi announced earlier this week that they have agreed not to renew their UK agreement.
The agreement, which is set to expire at the end of 2020, has been in place since 2002.
It allowed the two companies to use the Bacardi sales team and logistics operation under the banner of Bacardi Brown-Forman Brands, with each group responsible for the marketing of its own brands.
The companies acknowledged the fact that they have both grown since the 17-year-old agreement was signed.
Diverging Paths
The two drinks companies said that the time is now right for them to each take control of their own businesses and portfolios in the UK.
Brown-Forman said that it plans to establish its own distribution company in the UK to further the growth of Jack Daniel’s Tennessee Whiskey family of brands.
It also aims to drive the development of its super-premium brand portfolio, including Woodford Reserve bourbon, Herradura and el Jimador tequilas, and Slane Irish Whiskey.
Bacardi said that it will dedicate 100% of its resources and focus on delivering the full potential of its premium portfolio: iconic brands like Bacardí rum, Bombay Sapphire gin, Grey Goose vodka, and Patrón tequila.
Bron-Forman revealed that the two companies will continue working in co-operation until the end of April 2020.
Until then, the two will work closely to ensure a seamless transition
