Brown-Forman centralises Jack Daniel’s merch and POS logistics with MVIA

Brown-Forman — owner of Jack Daniel’s and other premium spirits brands — has appointed Czech company MVIA to oversee supply-chain logistics and distribution of merchandising and POS materials across Europe, Africa and Asia. Coverage in Merch Magazine, eppi and MVIA’s own announcement describes a collaboration built around the MVIA HUB platform: unifying order and payment processing and distribution management so regional and local teams work from the same system.

The programme spans six merch product categories, according to Merch Magazine: barware, drinkware, giftpacks, giveaways and promotional items, signage, and branded clothing. MVIA will provide logistical support for 16 brands in the first phase. Named brands in the published coverage include Jack Daniel’s, Diplomático Rum, Gin Mare and Herradura. eppi notes the wider Brown-Forman portfolio context, including New Mix, el Jimador and Glenglassaugh among others.

MVIA won the work through an international tender in July 2026. Jiří Smejkal, CEO of MVIA, said: “This collaboration allows us to fully deploy the comprehensive enterprise capabilities of the MVIA HUB platform to support complex multi-regional fulfilment workflows.” Valentina Schiavoni, director – regional procurement & POS Europe, Africa & Asia Pacific at Brown-Forman, said: “Merchandise and POS materials are important to our market strategy. As we scale our cooperation across regions, we require a solution that delivers clarity, reliability and practical execution for both our regional and local teams, while maintaining an entirely independent and competitive internal sourcing environment.”

That last point is the one UK merchandisers running corporate programmes should not miss. Phase one focuses on taking over and managing merch and POS inventory, fulfilment and distribution to participating regions. Phase two adds further MVIA HUB development and “buying windows”, while Brown-Forman continues to control procurement, vendor tendering and supplier selection. Merch Magazine describes a hybrid set-up: selected core and frequently ordered items held in MVIA’s warehouse in Czechia for continuous ordering; campaign-specific or higher-volume items produced after orders from different markets are consolidated through buying windows, with MVIA managing related warehousing, logistics and fulfilment. Products support hospitality and on-trade venues, retail activations, consumer promotions and gifting.

Do not read this as an exclusive merch-agency takeover. On the published record, Brown-Forman has centralised logistics and digital ordering through a platform partner and kept procurement in-house. The transferable ops lesson is the split: one fulfilment spine, consolidated buying where it helps unit cost and MOQs, and retained competitive sourcing so the brand still owns vendor choice.

If you run multi-market corporate merch or POS programmes from the UK, the questions to take into your next review are concrete. Who owns the warehouse and who owns the tender? Which SKUs sit in continuous stock and which wait for a buying window? How do regional teams order and pay without creating a second shadow catalogue? Brown-Forman’s published model is one answer to those, not a pitch for any single agency type.