Brown-Forman Corporation has announced a new distribution partnership with Reyes Beverage Group (RBG) in California, effective May 1, 2025. This decision marks a significant shift in Brown-Forman’s distribution strategy in the largest spirits market in the U.S.
“We are incredibly excited to expand our distribution partnership with Reyes Beverage Group in California,” said Michael Masick, executive vice president and president, Americas, Brown-Forman. “Optimizing our routes to market is critical, and after careful consideration, we’re confident that Reyes Beverage Group is the ideal partner to help us achieve our growth objectives.”
Reyes Beverage Group has already been working with Brown-Forman, distributing its Jack Daniel’s & Coca-Cola Ready-to-Drink (RTD) cocktail in California since 2022. The expansion of this partnership strengthens Reyes’ position as a growing force in the beverage distribution industry.
California is the largest spirits market in the U.S., making it a crucial battleground for major brands. Brown-Forman’s decision to consolidate distribution under Reyes highlights the state’s role as a key driver of industry growth and innovation.
Major spirits companies are increasingly refining their distribution networks to improve efficiency and market reach. Brown-Forman’s shift reflects a broader industry trend where suppliers seek partners that offer deeper market penetration and operational excellence.
This move aligns with Brown-Forman’s long-term strategy to strengthen its supply chain and optimize product availability. By expanding its relationship with Reyes, the company aims to streamline distribution and enhance its competitive position.
Reyes has traditionally been a dominant player in beer distribution, but its recent expansion into spirits suggests a broader industry shift. The partnership with Brown-Forman reinforces Reyes’ growing role as a total beverage distributor, extending beyond its legacy beer business.
A key highlight of this partnership is the success of Jack Daniel’s & Coca-Cola RTD, which Reyes has distributed in California since 2022. The RTD category is experiencing rapid growth, and Brown-Forman’s focus on this segment suggests it will continue to be a strategic priority in the coming years.
Brown-Forman emphasized its appreciation for Republic National Distributing Company (RNDC), which currently handles its spirits distribution in California. The company acknowledged its ongoing partnership with RNDC in 23 other states, reinforcing its commitment to strong distributor relationships nationwide.
This expanded partnership between Brown-Forman and Reyes Beverage Group signals a significant shift in the U.S. beverage distribution landscape, with California at the center of evolving market strategies.
