Brown-Forman names Aaron Martin VP, Global Brand Director, Jack & Coke

Brown-Forman has named Aaron Martin as Vice President, Global Brand Director, Jack & Coke, giving an experienced company leader responsibility for one of the most prominent brand combinations within its portfolio.

Aaron announced the move as a new position at Brown-Forman, following more than two decades with the company across marketing, brand leadership, general management and international strategy.

A career built around Jack Daniel’s and international markets

Aaron's experience at Brown-Forman spans multiple markets and functions.

He previously served as Vice President, Jack Daniel's Regional Brand Director for Europe and held responsibility for the Jack Daniel's portfolio across Europe and CIS. In that role, his remit included brand and business strategy, portfolio development, new product launches, marketing communications and marketing capability development. He was also part of the Global Jack Daniel's Leadership Team.

His earlier career included marketing leadership roles across Latin America and Mexico, followed by senior general management and strategy positions covering Russia, Ukraine, CIS and emerging international markets.

Returning to global brand leadership

The new Jack & Coke role brings Aaron back into global brand leadership after several years focused on broader international business responsibilities.

Since 2022, he has served as Vice President and General Manager of Brown-Forman Japan, where he led the Japan business and organization and helped establish Brown-Forman's own distribution operation in the market.

That experience adds a market and commercial perspective to his new global brand remit, particularly around understanding how major brands translate across different consumer and market environments.

Jack & Coke's global opportunity

Jack & Coke sits at the intersection of two globally recognized beverage brands, bringing together Jack Daniel's Tennessee Whiskey and Coca-Cola.

Brown-Forman and Coca-Cola introduced the Jack Daniel's & Coca-Cola ready-to-drink product in 2022, with the collaboration subsequently expanding into additional international markets. Brown-Forman has identified the Jack Daniel's family as an important part of its global portfolio and international growth strategy.

The brand therefore operates across a category where consumer occasions, premiumization, convenience and ready-to-drink formats continue to influence how brands engage audiences.

A global brand mandate

Aaron's new position places him at the center of the global marketing agenda for Jack & Coke.

His previous Jack Daniel's experience gives him familiarity with the brand's positioning, portfolio strategy and international marketing environment, while his more recent general management experience adds exposure to commercial operations, route-to-market strategy and market expansion.

That combination could be particularly relevant as Brown-Forman continues to develop Jack Daniel's across traditional spirits and ready-to-drink occasions.

Building on Brown-Forman's international brand platform

Brown-Forman operates a portfolio of beverage alcohol brands across more than 170 countries and has approximately 5,200 employees globally. Its portfolio includes Jack Daniel's, Woodford Reserve, Old Forester, Herradura, el Jimador, The GlenDronach, Benriach and other brands.

For Aaron, the new role represents another step in a career that has consistently connected brand building with international growth.

His next chapter will focus on Jack & Coke and the opportunity to further develop its global brand presence within Brown-Forman's portfolio.

A new chapter for Aaron Martin

Aaron's appointment brings him back to a global brand leadership role with direct relevance to one of Brown-Forman's most recognizable brand collaborations.

With experience spanning Jack Daniel's, international marketing, market operations and strategy, he enters the role with a broad understanding of how brands, markets and commercial execution intersect.

The move marks a new chapter in his long career at Brown-Forman and places him at the forefront of the company's global Jack & Coke agenda.

About Brown-Forman

Brown-Forman is one of the world's largest American-owned spirits and wine companies, with a portfolio spanning brands including Jack Daniel's, Woodford Reserve, Old Forester, Herradura, el Jimador, The GlenDronach, Benriach and others. The company operates globally and has built its business around developing, marketing and distributing beverage alcohol brands.