Bacardi and Brown-Forman to end distribution agreement in Germany
February 1, 2010
Hamilton, Bermuda, February 1, 2010 — Bacardi Limited, the world’s largest privately held spirits company, today announced that the Company and Brown-Forman have mutually agreed to end their distribution arrangements in Germany and not to renew their distribution contract expiring at the end of September 2010.
Bacardi, which has distributed for Brown-Forman in Germany for a number of years, wishes to focus on its core brands of BACARDI rum, MARTINI vermouth, GREY GOOSE vodka, ERISTOFF vodka, BOMBAY SAPPHIRE gin, and DEWAR’S Scotch whisky, in the important German market, and Brown Forman will be making its own arrangements to create a new subsidiary.
“This decision supports Bacardi’s strategy of growing its family of premium brands in key regional and local markets,” commented Bacardi Limited Chief Executive Officer Séamus McBride.
The two companies’ cooperation will continue in the United States and the United Kingdom as well as a number of other markets worldwide. Both companies will continue to explore new arrangements where appropriate.
About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets a variety of internationally recognized spirits. The Bacardi brand portfolio consists of more than 200 brands and labels, including: BACARDI® rum, the world’s favorite and best-selling premium rum, as well as the world’s most awarded rum; GREY GOOSE® vodka, the world-leader in super-premium vodka; DEWAR’S® Scotch whisky, the number-one selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top-valued premium gin in the world; CAZADORES® blue agave tequila, the top-selling premium tequila worldwide; MARTINI® vermouth, the world-leader in vermouth; and other leading brands. It was founded in Santiago de Cuba, February 4, 1862. For more information, visit www.BacardiLimited.com and www.bacardi-deutschland.de.