Brown-Forman Germany expands investment in super premium brands and creates 13 new jobs

The Super Premium category is growing sustainably. "When we started marketing and distributing the Brown-Forman brands in Germany under the umbrella of our own organization around 10 years ago, the focus was on further developing the JACK DANIEL'S brand family. Now, in parallel, we want to pay even more attention to other brands in the portfolio and give them greater consideration in our strategic alignment. Investments in our flagship brand will remain unaffected. Accordingly, we are promptly massively increasing the manpower of our team for the Super Premium brands at our Hamburg headquarters and in the field and are creating 13 new positions for this purpose," announced Yiannis Pafilis, Managing Director Brown-Forman Germany and Czech Republic. "Another nine positions, already responsible for the Super Premium segment, will be incorporated into the new structure," continues Yiannis Pafilis. Within the global Brown-Forman Corporation, the German market is one of the strongest in terms of sales after the USA.

To support the new, expanded structures for the super premium brands, an additional position was created in the human resources department at manager level and filled internally with Janna-Lena Militz. The HR expert started at Brown-Forman around 7 years ago in marketing, then specialized in HR, where she has held various positions since 2016, also in an international corporate context. As of June 1, 2021, Janna-Lena Militz was appointed HR Manager and now reports directly to Alejandro Barrios Villela, HR Director Brown-Forman Germany and Czech Republic.

With its Super Premium portfolio, Brown-Forman Germany occupies a variety of different categories with spirits from all over the world: In addition to JACK DANIEL'S, the Woodford Reserve brand family enriches the American Whiskey range. With Benriach The Original Ten and The GlenDronach, two Scottish single malts have been expanding the international whisk(e)y range for some years now. Ford's gin is still an absolute newcomer to the portfolio. Developed by bartender and gin expert Simon Ford explicitly for bartenders*, the gin was launched in the restaurant trade and on Amazon in early 2021. Herradura Tequila, which has long enjoyed a high profile in its native Mexico, is available in the Super Premium segment in Reposado and Añejo qualities. "Depending on the brand, we are focusing more on the off-trade or on-trade channel and will also be working more closely with e-commerce platforms in the future," says Yiannis Pafilis.