Brown-Forman and Reyes Beverage Group Form New California Distribution Partnership
Brown-Forman Corporation (NYSE: BFA, BFB) and Reyes Beverage Group (RBG) have announced a significant new distribution partnership in California, set to take effect on May 1, 2025. This collaboration marks an important step in both companies’ growth strategies, reinforcing their commitment to innovation and expansion in the U.S.’s largest spirits market.
A Strategic Expansion in California
The decision to establish this new partnership follows an extensive evaluation process, including a formal request for proposals initiated in 2024. Brown-Forman carefully assessed its distribution strategy and concluded that Reyes Beverage Group is the ideal partner to help drive its business forward in California.
“We are incredibly excited to strengthen our relationship with Reyes Beverage Group in California,” said Michael Masick, Executive Vice President and President, Americas, Brown-Forman. “Optimizing our routes to market is a crucial component of our growth strategy. After thorough consideration, we are confident that Reyes Beverage Group’s expertise and industry leadership will support our ambitious expansion goals in this critical market.”
Brown-Forman has a long-standing reputation for delivering premium spirits, including its globally recognized Jack Daniel’s brand. The partnership with Reyes Beverage Group will further enhance the company’s ability to meet consumer demand, ensuring its products are effectively distributed across the state.
Building on a Strong Foundation
Reyes Beverage Group, known for its operational excellence and deep market knowledge, has an established track record of successful partnerships in California’s beverage industry. The company has previously worked with Brown-Forman on the distribution of its Jack Daniel’s & Coca-Cola Ready-to-Drink (RTD) cocktail, demonstrating its ability to execute high-level distribution strategies effectively.
“Reyes Beverage Group’s commitment to excellence and superior execution makes them a natural fit for Brown-Forman,” said Robinson Brown IV, Senior Vice President and Managing Director, USA & Canada, Brown-Forman. “Their impressive history of successful collaborations with beer and spirits suppliers, combined with their proven ability to build brands, positions them as an ideal partner for our expanding business in California.”
For Reyes Beverage Group, this partnership represents a significant opportunity to further establish itself as a comprehensive beverage distributor. By integrating Brown-Forman’s extensive portfolio into its distribution network, Reyes Beverage Group aims to enhance its market presence while delivering outstanding service to retailers and consumers alike.
“We are thrilled to deepen our relationship with Brown-Forman and represent their full portfolio of iconic brands, led by the world-famous Jack Daniel’s,” said Tom Day, Chief Executive Officer of Reyes Beverage Group. “This partnership underscores our commitment to being a total beverage distributor. Leveraging our deep market knowledge and industry expertise, we are eager to drive growth for Brown-Forman and bring their products to more consumers across California. Our shared values and combined strengths create an exciting synergy that we believe will yield exceptional results.”
Transition and Future Growth
Currently, Brown-Forman distributes its spirits in California through Republic National Distributing Company (RNDC), a partnership that has played a significant role in the company’s success in the region. As Brown-Forman transitions to its new agreement with Reyes Beverage Group, it has expressed appreciation for RNDC’s contributions to its business over the years.
“We are deeply grateful for the many years of partnership with RNDC in California,” said Brown. “Their support has been instrumental in our growth in this key market, and we value the relationships we have built together. Our collaboration with RNDC continues in 23 other states, where we remain committed to our mutual success.”
This move aligns with Brown-Forman’s broader strategy of refining and enhancing its distribution network to adapt to the evolving landscape of the beverage alcohol industry. By proactively reassessing its approach, the company is positioning itself for sustained success, ensuring that its brands reach consumers efficiently and effectively.
A New Chapter in Beverage Distribution
As the partnership between Brown-Forman and Reyes Beverage Group officially launches in May 2025, both companies are focused on executing a seamless transition. This collaboration is expected to bring numerous benefits, including expanded market reach, improved operational efficiencies, and enhanced brand visibility across California.
With a shared vision for excellence, innovation, and growth, Brown-Forman and Reyes Beverage Group are set to make a lasting impact on the California spirits market. This strategic move not only strengthens their individual market positions but also paves the way for future opportunities in the dynamic and competitive beverage industry.
