Coca-Cola HBC Switzerland and Brown-Forman announce strategic distribution agreement for the Swiss market

Coca-Cola HBC Switzerland to assume exclusive distribution of Brown-Forman brands in Switzerland as of 1 October 2026 and expand its 24/7 portfolio to include premium spirits

Coca-Cola HBC Switzerland will assume exclusive distribution of Brown-Forman’s premium spirits portfolio as of 1 October 2026. In the Swiss market, this includes the brands Jack Daniel’s, Diplomático Rum, Gin Mare, Woodford Reserve, El Jimador, Herradura, The Glendronach, Benriach, Glenglassaugh, and Chambord. The collaboration covers distribution and ensures continuous support for customers in retail, hospitality, and wholesale.

By integrating the Brown-Forman portfolio, Coca-Cola HBC Switzerland becomes the 12th Coca-Cola HBC market to partner with Brown-Forman for distribution, complementing its existing 24/7 portfolio with the premium spirits category and continuing to develop it consistently. The company is thereby strengthening its role as a comprehensive beverage partner and will be able to support customers with an even broader portfolio in the future.

“With Brown-Forman, we are gaining a strong partner with internationally renowned premium brands. This collaboration is an important strategic step in the further development of Coca-Cola HBC Switzerland. It enables us to serve our customers in an even more compelling manner and to jointly tap into new growth opportunities,” says Jürg Burkhalter, General Manager of Coca-Cola HBC Switzerland.

Under the new distribution agreement, Brown-Forman will rely on Coca-Cola HBC Switzerland’s nationwide sales and logistics organisation, as well as its long-standing customer expertise. The aim is to further develop Brown-Forman’s premium brands successfully in the Swiss market and to better serve customers across relevant adult consumer occasions in the future.

“Coca-Cola HBC Switzerland has strong customer relationships, excellent local market knowledge, and an efficient sales and logistics infrastructure. We look forward to working together to further develop the potential of our premium brands in the Swiss market,” says Maria Navas Peire, VP Managing Director DACH & the Netherlands at Brown-Forman.

As a distributor of premium spirits, Coca-Cola HBC Switzerland adheres to Coca-Cola HBC’s Responsible Marketing Policy for Alcoholic Beverages, ensuring all communications and activations are conducted responsibly and in accordance with applicable Swiss legislation.