Brown-Forman Corporation announced a plan to begin distributing its own products in Belgium and Luxembourg, beginning Jan. 1, 2022.

The spirits and wine corporation already self-distributes in several European markets, including the U.K., Germany, Poland, France and Spain. Brown-Forman’s arrangement with its current distributor in Belgium and Luxembourg will expire at the end of December 2021.

Belgium and Luxembourg have a substantial whiskey market, together representing the seventh-largest EU market for super premium whiskey in volume. American whiskey – especially the super premium category – continues to grow and attract new consumers.

“We believe establishing our own Direct Selling Organization will help further the growth of the Jack Daniel’s Tennessee Whiskey family of brands and drive the development of our broader super-premium brand portfolio, including Woodford Reserve Bourbon and Finlandia Vodka,” Marshall Farrer,

President of Europe Division, Brown-Forman, said in a news release.