Brown-Forman Appoints Coe Vintners as Distributor for Tequila Herradura and el Jimador in the UK
London, England, August 27, 2007 – Brown-Forman announced today that Coe Vintners will be the exclusive distributor for the ultra premium Tequila Herradura brand and super premium el Jimador tequila brand in the United Kingdom. Starting in October, Herradura Silver, Herradura Reposado, Herradura Añejo, el Jimador Blanco, and el Jimador Reposado will be available in the U.K. In addition, a very limited stock of the extra aged Herradura Seleccion Suprema will be available on application.
The U.K. is a thriving market for distilled spirits and cocktails, and Brown-Forman believes that Coe Vintners, with its strength in the on-premise sector, is best positioned to introduce these authentic Mexican tequila brands to U.K. consumers.
“We are very pleased to have reached a distribution agreement with Coe Vintners,” said David Dearie, Brown-Forman Managing Director for Western Europe. “They are the perfect distribution partner to help build the Tequila Herradura and el Jimador tequila brands in the U.K. market.”
In addition to providing education and product training support, Coe Vintners will also be responsible for appointing UK brand ambassadors, whose responsibility will initially focus on informing the trade and consumers about the tequila category and these truly authentic Mexican tequila brands from Casa Herradura.
“We are absolutely delighted to have been appointed the distributor for Tequila Herradura and el Jimador,” said Nick Gillett, business development manager for Coe Vintners. “We understand Brown-Forman’s brand-building philosophy and look forward to making these fine brands available throughout the U.K.
“Favorites among bartenders and connoisseurs in Mexico and the U.S., each award-winning brand has the authenticity and rich heritage that many other tequilas envy. Their addition to our portfolio underlines our policy of representing products that are regarded as being among the best in category by the most important judges – the bartenders,” added Gillett.
Coe Vintners have been a wine and spirit merchants since 1930. A family owned business, they specialize in the distribution of premium wines and spirits to the On Trade throughout the UK.
Brown-Forman Corporation of Louisville, KY, USA is a diversified producer and marketer of fine quality beverage alcohol brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Fetzer and Bolla Wines.
Important Note on Forward-Looking Statements:
This release contains statements, estimates, or projections that constitute “forward-looking statements” as defined under U.S. federal securities laws. Generally, the words “expect,” “believe,” “intend,” “estimate,” “will,” “anticipate,” and “project,” and similar expressions identify a forward-looking statement, which speaks only as of the date the statement is made. Except as required by law, we do not intend to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise. We believe that the expectations and assumptions with respect to our forward-looking statements are reasonable. But by their nature, forward-looking statements involve known and unknown risks, uncertainties and other factors that in some cases are out of our control. These factors could cause our actual results to differ materially from Brown-Forman’s historical experience or our present expectations or projections. Here is a non-exclusive list of such risks and uncertainties:
• changes in general economic conditions, particularly in the United States where we earn about half of our profits;
• lower consumer confidence or purchasing in the wake of catastrophic events or related to higher energy prices or
credit market deterioration or turbulence;
• tax increases, whether at the federal or state level or in major international markets and/or tariff barriers or other
restrictions affecting beverage alcohol;
• limitations and restrictions on distribution of products and alcohol marketing, including advertising and promotion,
as a result of stricter governmental policies adopted either in the United States or in international markets;
• adverse developments in the class action lawsuits filed against Brown-Forman and other spirits, beer and wine
manufacturers alleging that our industry conspired to promote the consumption of alcohol by those under the legal
• a strengthening U.S. dollar against foreign currencies, especially the British Pound, Euro, Australian Dollar, and the
• reduced bar, restaurant, hotel and travel business, including travel retail, in the wake of terrorist attacks;
• longer-term, a change in consumer preferences, social trends or cultural trends that results in the reduced
consumption of our premium spirits brands;
• changes in distribution arrangements in major markets that limit our ability to market or sell our products;
• adverse impact on performance and reported results as a consequence of integrating acquisitions and ensuring their
conformance to the company’s trade practice standards, financial controls environment and U.S. public company
• price increases in energy or raw materials, including grapes, grain, agave, wood, glass, and plastic;
• excess wine inventories or a world-wide oversupply of grapes or agave;
• termination of our rights to distribute and market agency brands in our portfolio;
• counterfeit production of our products and any resulting negative effect on our intellectual property rights or brand
• adverse developments as a result of state or federal investigations of beverage alcohol industry trade practices of
suppliers, distributors and retailers.