News Summary

Brown-Forman Corporation has announced a new partnership with Reyes Beverage Group to enhance beverage distribution in California, the largest spirits market in the U.S. This collaboration is expected to provide better access to popular drinks and a more streamlined shopping experience for consumers. As the companies work together to optimize market routes and growth efforts, this marks a new era for beverage lovers in the Golden State, bidding farewell to the previous distributor Republic National Distributing Company.

Exciting News for California’s Beverage Lovers!

Well, folks, it seems California is in for a treat come May 1, 2025! Brown-Forman Corporation, a stalwart in the spirits industry, is teaming up with Reyes Beverage Group, and it’s all about enhancing the beverage experience in the Golden State.

The Partnership Unveiled

That’s right! This new distribution agreement is set to shake things up a bit in California, which, as you might know, is the largest spirits market in the U.S. What does this mean for you? Better access to your favorite drinks and a smoother shopping experience when you’re looking for that perfect bottle to take home.

Commitment to Growth and Innovation

This collaboration between Brown-Forman and Reyes Beverage Group isn’t just a casual handshake; it’s a bold step towards growth and innovation. Michael Masick, who wears multiple hats as Executive Vice President and President of Americas at Brown-Forman, has expressed enthusiasm over this expansion. It seems both companies are on a mission, focusing on optimizing their market routes and supporting some ambitious growth objectives.

The Road to This Point

Now, let’s take a moment to reflect on how we got here. The formal request for proposals that led to this decision kicked off back in 2024. Robinson Brown IV, who plays a key role as Senior Vice President and Managing Director at Brown-Forman, has mentioned that the operational excellence of Reyes Beverage Group was a significant factor in this decision. After all, when it comes to distributing your favorite drinks, you want nothing but the best.

Success Story So Far

In fact, RBG has had quite a successful run in California, having supported Brown-Forman’s Jack Daniel’s & Coca-Cola Ready-to-Drink cocktails since 2022. That means they know their stuff and have deep market knowledge, which will be invaluable as they take this partnership to the next level.

A New Era Begins

With this partnership, we also see the end of Brown-Forman’s previous distribution agreement with Republic National Distributing Company in California. It’s always a bittersweet moment when a chapter closes, but sometimes it opens the door to even greater adventures!

Who Are These Companies?

For those who might be new to the beverage scene, let’s introduce these players. Brown-Forman has been crafting spirits for over 150 years. You might recognize names like Jack Daniel’s, Woodford Reserve, and other delightful premium brands in their portfolio. With around 5,400 employees working around the globe, they’re no stranger to the industry.

On the other hand, we have Reyes Beverage Group, a powerhouse that operates not just in California but also in states like Florida and Texas. Employing over 9,300 people, RBG handles a staggering 320 million cases annually and services over 115,000 retail accounts across the country. They are, without a doubt, positioned as a comprehensive beverage distributor!

What’s Next?

With both companies confident that their combined strengths will lead to exceptional results, we can’t help but be excited about what this partnership means for consumers in California. Whether you’re a devoted cocktail enthusiast or simply enjoy a fine spirit on the weekend, better choices and improved access could soon be in your future!

So, as we count down the days to this exciting partnership launch, keep your eyes peeled! With Brown-Forman and Reyes Beverage Group joining forces, the beverage landscape in California is about to get a whole lot more interesting!