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Jack Daniel’s, High-End Whiskies Propel Brown-Forman To Double-Digit U.S. Sales Growth

June 3, 2015

Driven by its flagship Jack Daniel’s franchise and its array of fast-rising upscale whiskey entries, Brown-Forman posted double-digit sales growth in the U.S. market in its recently completed fiscal year. Brown-Forman’s reported U.S. net sales for the 12 months ended April 30 rose by 10% to approximately $1.76 billion. The U.S. market accounts for 43% of total company sales. The Louisville, Kentucky-based Brown-Forman’s overall net sales were up by 4% on a reported basis to roughly $4.1 billion.

The Jack Daniel’s range continues to enjoy solid sales growth both in the U.S. and overseas. Jack Daniel’s Tennessee whiskey’s underlying net sales rose by 6%, while Jack Daniel’s Tennessee Honey’s underlying net sales jumped by 28%. The honey-flavored liqueur’s U.S. sales grew by 10%, while outside the U.S. the brand was up by 55%.

Brown-Forman’s portfolio of super- and ultra-premium whiskey—including Woodford Reserve and Gentleman Jack, among others—is also thriving. Underlying net sales for the segment rose by 16%, as depletions reached well over 1 million cases.

The company’s Tequila business—led by Herradura and El Jimador—also fared well in the U.S., with underlying net sales up by 11%. Meanwhile, Southern Comfort’s net sales fell by 5% both in the U.S. and outside the market, while Finlandia also endured a 5% sales decline, largely because of challenging conditions amid excise tax hikes in Poland, the vodka brand’s biggest market.

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