Brown-Forman and Reyes Beverage Group Forge New Distribution Partnership in California
Brown-Forman Corporation and Reyes Beverage Group (RBG) have announced a new and expanded distribution partnership in California, effective May 1, 2025. This landmark agreement signifies a strategic move by both companies to strengthen their foothold in the state’s highly competitive beverage alcohol market. As the largest spirits market in the United States, California presents a vast opportunity for growth, and this partnership is set to optimize the distribution process while ensuring that consumers have greater access to renowned portfolio of spirits.
A Strategic Move for Market Growth
The decision to expand the relationship between and Reyes Beverage Group follows a formal request for proposal (RFP) process that began in 2024. After careful evaluation of potential partners, identified Reyes Beverage Group as the ideal choice to support its ambitious growth objectives in California.
Michael Masick, Executive Vice President and President, Americas, at , emphasized the importance of selecting the right distribution partner. “We are incredibly excited to expand our distribution partnership with Reyes Beverage Group in California. As we strive to continue to grow our business, optimizing our routes to market is critical. After careful consideration, including a formal request for proposal process that began in 2024, we’re confident that Reyes Beverage Group is the ideal partner to help us achieve our ambitious growth objectives in this key market.”
Leveraging Reyes Beverage Group’s Expertise
Reyes Beverage Group has long been recognized for its operational excellence and distribution capabilities. The company has successfully built a strong presence in California, developing deep market knowledge and industry expertise. Their experience handling high-profile beer and spirits brands, including Brown-Forman’s Jack Daniel’s & Coca-Cola Ready-to-Drink (RTD) cocktail, positions them as a strategic asset for Brown-Forman’s continued growth.
Robinson Brown IV, Senior Vice President and Managing Director, USA & Canada, Brown-Forman, highlighted Reyes Beverage Group’s track record in California. “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.”
Reyes Beverage Group’s leadership echoed this enthusiasm. Tom Day, Chief Executive Officer of Reyes Beverage Group, stated, “We are thrilled to continue building our relationship with and represent their full portfolio of legacy brands, led by the world-renowned Jack Daniel’s, in California. 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. We are confident that our combined strengths and shared values will create a powerful synergy, delivering exceptional results for both companies.”
Enhancing Consumer Access and Market Reach
Brown-Forman’s decision to enhance its distribution model aligns with its broader strategy of evolving its supply chain to meet the changing demands of consumers. By working with Reyes Beverage Group, the company aims to create a more streamlined and efficient distribution network, ensuring that its premium spirits and RTD products are more widely available across California.
California is a key battleground for the beverage alcohol industry, characterized by diverse consumer preferences, a strong hospitality sector, and a rapidly evolving retail landscape. With the growing demand for convenience and premium spirits, decision to expand its partnership with Reyes Beverage Group reflects its commitment to capturing greater market share while delivering a superior customer experience.
Transition from Republic National Distributing Company
Until now, Brown-Forman has primarily distributed its spirits in California through Republic National Distributing Company (RNDC). The transition to Reyes Beverage Group will mark a significant shift in Brown-Forman’s distribution strategy, but the company remains deeply appreciative of RNDC’s contributions.
“We are grateful for the many years of partnership with RNDC in California and deeply appreciate their contributions to our business in this important market,” said Robinson Brown IV. “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.”
RNDC has been instrumental in helping Brown-Forman expand its reach and establish its brands in California over the years. While the change in distribution strategy represents a shift in approach, Brown-Forman remains committed to maintaining strong relationships with RNDC across other markets.
The Future of Brown-Forman’s Growth Strategy
The expanded partnership with Reyes Beverage Group is a reflection of Brown-Forman’s long-term vision to drive sustainable growth in the U.S. spirits market. As consumer preferences shift and demand for premium spirits continues to rise, having an optimized distribution network will be crucial for the company’s success.
By collaborating with Reyes Beverage Group, Brown-Forman will be able to leverage advanced logistics, data-driven market insights, and a robust distribution infrastructure to enhance customer engagement and brand accessibility. This partnership is expected to drive incremental sales growth, increase efficiency, and ensure that Brown-Forman’s products reach a broader audience across California.
What This Means for Retailers and Consumers
For retailers, the partnership between Brown-Forman and Reyes Beverage Group means a more efficient supply chain and improved product availability. With Reyes Beverage Group’s extensive distribution capabilities, retailers can expect better stock management, faster delivery times, and more consistent product offerings.
For consumers, the partnership will likely translate to greater availability of Brown-Forman’s signature brands, including Jack Daniel’s, Woodford Reserve, Old Forester, and Herradura Tequila. The collaboration will also support the growing RTD market, ensuring that Brown-Forman’s innovative RTD products remain easily accessible in retail outlets across the state.
