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Brown-Forman Reportedly Exploring Sale Of Southern Comfort, Chambord

September 30, 2015

Brown-Forman is considering a sale of several brands, including the Southern Comfort and Chambord liqueur labels, according to a report from Reuters, which added that the company has tapped Goldman Sachs to advise on the potential deal. Brown-Forman declined to comment.

Both Southern Comfort and Chambord have struggled over the past few years. Southern Comfort’s U.S. sales have declined by nearly 25% over the past decade, to around 1.1 million cases, according to Impact Databank. Chambord sold 74,000 cases in 2014—roughly half what the brand sold a decade ago. Meanwhile, Brown-Forman’s Jack Daniel’s Tennessee Honey has been one of the liqueur category’s best recent performers. Last year, Tennessee Honey advanced by 9.8% to 670,000 cases.

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