Brown-Forman Corporation announced that is launching its own distribution business in Japan on April 1, 2024, bringing the distribution in-house for the first time since the company entered the market in the 1970s. The new Brown-Forman Japan office opened in the city center of Tokyo at the end of 2023. Japan is one of the world's largest premium and super premium whiskey markets with Jack Daniel?s, the world?s most valuable spirits brand, leading the premium whiskey category in Japan (IWSR 2022).

Brown-Forman directly sells its brands in key global markets, including Taiwan, Thailand, and South Korea in the Asian region.