News Alert: Reyes Gains Brown-Forman’s Business In California
Shortly after announcing a deal to handle Tito’s in the California market, leading beer wholesaler Reyes Beverage Group is further extending in wine and spirits with a new agreement to distribute Brown-Forman’s brands in the Golden State, effective May 1. RNDC currently serves as Brown-Forman’s California distributor.
With the addition of the Brown-Forman stable, Reyes will now handle two of the top four spirits brands in the U.S. in retail value terms in the California market, in Tito’s and Jack Daniel’s. In addition to 6-million-case Jack Daniel’s, the Brown-Forman portfolio includes 1.47-million-case Woodford Reserve, Old Forester, El Jimador, and Herradura, among other labels.
“Reyes Beverage Group’s elite execution and operational excellence, demonstrated by their impressive track record in California with legacy beer and spirit supplier partnerships, including our Jack Daniel’s & Coca-Cola Ready-to-Drink (RTD) cocktail, makes them a natural fit for Brown-Forman,” said Robinson Brown IV, Brown-Forman’s senior vice president and managing director, USA & Canada. “We value the relationships we’ve built with RNDC, including throughout the 23 other states where we work together, and we appreciate their continued partnership and focus on our shared success.”
“This partnership represents a significant opportunity for Reyes Beverage Group to further our position as a total beverage distributor and leverage our deep market knowledge and industry expertise to drive growth for Brown-Forman,” added Reyes Beverage Group CEO Tom Day. “We are confident that our combined strengths and shared values will create a powerful synergy, delivering exceptional results for both companies.”
Last month, Brown-Forman announced several changes throughout its global business, among them the appointment of Michael Masick as president, Americas. Masick was already head of commercial operations across Mexico, South and Central America, and the Caribbean, and will now add the U.S. and Canada to his purview. Additionally, the company named Jeremy Shepherd as global chief marketing officer. He previously led the company’s USA & Canada commercial division. In December, Brown-Forman reported flat organic sales of $2 billion for its fiscal first half of 2025, with operating income down 3% organically to $622 million.—Daniel Marsteller
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Tagged : Brown-Forman, Jack Daniel’s, Reyes
