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Brown-Forman Launches $100 Million Upgrade Of Jack Daniel’s Distillery

August 23, 2013

With the Jack Daniel’s portfolio enjoying near-double-digit growth, Brown-Forman has initiated a $100 million upgrade of the Tennessee whiskey’s Lynchburg distillery. The upgrade includes new stills, barrel warehouses and infrastructure to support increased production. Construction is set to start this fall, and should last about two years. The distillery, which currently employs approximately 435 workers, is expected to add another 90 full-time positions over the next five years.

The Jack Daniel’s range achieved 9% sales growth in Brown-Forman’s recently completed fiscal year, which ended April 30, 2013. While the core brand was up both in the U.S. market and overseas, Jack Daniel’s Tennessee Honey is currently fueling portfolio growth. The flavored whiskey sold nearly 800,000 cases in fiscal 2013 and nearly doubled net sales from the previous year. Brown-Forman is introducing Tennessee Honey to a host of new export markets in fiscal 2014.

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