MVIA Wins Brown-Forman Global Logistics Tender for Merch and POS Distribution

Brno, 21 July 2026 – MVIA has entered into a collaboration agreement with the global Brown-Forman group, whose premium portfolio includes iconic brands such as Jack Daniel’s, Diplomático, Gin Mare and Herradura. Through its MVIA HUB platform, the Czech company will help unify the order and payment processing and logistical distribution management of merch and POS materials across Europe, Africa and Asia, while streamlining collaboration between regional and local teams.

“Brown-Forman is an important partner for us not only because of its scale, and sophisticated supply chain needs. This collaboration allows us to fully deploy the comprehensive enterprise capabilities of the MVIA HUB platform to support complex multi-regional fulfillment workflows. Projects like this help us demonstrate the robustness of our solutions at a truly multinational level,” says Jiří Smejkal, CEO of MVIA.

MVIA succeeded in an international tender in which Brown-Forman was looking for a more efficient way to manage ​the physical supply chain and dis​tribution of ​​merch and POS materials across multiple markets.​​ A key objective of the initiative is to enhance digital visibility, optimize user experience, and centralize workflows within a unified global framework.​​​​

The first phase of the cooperation will focus on taking over and managing merch and POSM inventory, fulfillment, and distribution to participating regions. During this phase, MVIA will ​​provide logistical support for ​​16 brands across several product categories. The second phase will include further development of the MVIA HUB platform and the implementation of so-called Buying Windows​ while Brown-Forman continues to independently control and retai​n​ all procu​rement and vendor tendering and selection functions​​.

“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. Partnering with MVIA and integrating MVIA HUB will allow us to standardise how we manage ​​fulfillment​​​​​​, streamline the ordering process and seamlessly coordinate every step from warehousing to final distribution,​ while maintaining an entirely independent and competitive internal ​sourcing environment​​” says Valentina Schiavoni, Director – Regional Procurement & POS Europe, Africa & Asia Pacific at Brown-Forman.

MVIA HUB builds on MVIA’s long-term efforts to digitalise the procurement of promotional items and POS materials. The company developed its first online solution for promotional item management for Coca-Cola as early as 2004, at a time when fax-based ordering was still common practice across the industry.

About MVIA

MVIA is a Czech company that has been providing development, design, manufacturing and sourcing of merch, POS materials and branded equipment since 1992. The company also offers warehousing, logistics, service and other related solutions. Its long-term clients include companies such as Coca-Cola, Carlsberg, Asahi and Unilever.

About Brown-Forman

​​​Brown-Forman Corporation is a global leader in the spirits industry, responsibly building exceptional beverage alcohol brands for more than 155 years. The company's premium portfolio includes the Jack Daniel’s Family of Brands, Woodford Reserve, Old Forester, New Mix, el Jimador, Herradura, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Gin Mare, Fords Gin, Chambord, and Slane.​​​​