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Brown-Forman has announced the launch of its own distribution business in Japan, bringing its distribution in-house for the first time since the company entered the market in the 1970s. According to the 2022 IWSR Drinks Market Analysis, Brown-Forman-owned brand Jack Daniel’s led the premium whiskey category in Japan, which is said to be one of the world's largest premium whiskey markets. Ricardo Cupido, VP, managing director, Brown-Forman Asia, said: “Japan is an important market as we drive the growth of our Jack Daniel’s family of brands, Woodford Reserve, and our broader super premium portfolio. The significant expansion of our own Brown-Forman Japan organisation and capabilities reflects our strong belief in the immense potential of the Japanese market." Thomas Hinrichs, EVP and president of Brown-Forman Emerging International, commented: “This strategic move allows us to introduce our brands to consumers with an even greater focus and prioritisation. We see great opportunity in Japan given the strength of our portfolio which also includes The GlenDronach, Benriach and Glenglassaugh, our award-winning single malt scotches.” At the end of 2023, the company opened a new dedicated headquarters in the centre of Tokyo, Japan, positioned “ideally to further the growth of our brands in Japan across all channels,” added Aaron Martin, Brown-Forman Japan’s VP and general manager. Other key markets in Asia for the company include Taiwan, Thailand and South Korea.