'Suntory dreams ripped at the seams, but oh…'

By Ben Bouckley

- Last updated on GMT

Related tags: Bourbon whiskey, Alcoholic beverage

 Brown-Forman has moved like greased lightning to secure a new distributor in Japan (Picture Copyright: Admiralspalast Berlin/Flickr)
Brown-Forman has moved like greased lightning to secure a new distributor in Japan (Picture Copyright: Admiralspalast Berlin/Flickr)
After drinks giant Suntory Liquors said yesterday that it would step out with rival Beam Inc in Japan, Brown-Forman quickly swopped one distribution relationship for another, heralding a new fling with Asahi Group from 2013.

Brown-Forman confirmed it would be seen on the arm of attractive new distributor Asahi in Japan from January 1 2012, following the end of its 40-year affair with Suntory.

Jack Daniels

“Brown-Forman is delighted to be partnering with Asahi in Japan. Out Jack Daniel’s and Early Times brands are two of the largest-selling international whisky brands in Japan….,”​ Brown-Forman said yesterday.

“In partnership with Asahi, Japan’s largest and most successful beverage alcohol company, we see significant potential for these brands as well as the rest of our strong brand portfolio.”

Meanwhile, Suntory is sprucing itself up to step out with Beam Inc. from January 4 2013, fluttering its eyelashes at a “major US spirits producer” ​and producer of the “world’s number one Bourbon whisky”.

“To provide further appeal…Suntory is now introducing a variety of products such as Jim Beam and Makers Mark,”​ Suntory Liquors said yesterday.

Related topics: Markets

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