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Brown-Forman’s U.S. Sales Up 7% Through First Three Quarters Of Fiscal Year

March 3, 2021

Brown-Forman saw the U.S. gains for its whiskey and Tequila portfolios lead to a 7% sales increase in the market in the nine months through January, representing the first three quarters of its fiscal year. Globally, the company’s net sales grew 2% on an underlying basis to $2.65 billion during the period, with operating income up 3% to just under $1 billion.

Brown-Forman said volumetric gains across Woodford Reserve, Old Forester, Jack Daniel’s RTDs, Jack Daniel’s Tennessee Honey, Gentleman Jack, Herradura, and El Jimador drove its U.S. growth over the first three quarters, “partially offset by declines in Jack Daniel’s Tennessee Whiskey reflecting channel mix shift and lower volumes due to on-premise restrictions and closures.”

Across its global business, Brown-Forman saw high single-digit growth in developed international markets, led by Jack Daniel’s RTDs, the ongoing launch of Jack Daniel’s Tennessee Apple, Jack Daniel’s Tennessee Honey, and super-premium American and Scotch whiskies, the latter including BenRiach, GlenDronach, and Glenglassaugh, again offset by on-premise restrictions that affected the core Jack Daniel’s. Emerging global markets also returned to growth for the nine-month period, but the travel retail sector continued to present steep challenges amid the pandemic.—Daniel Marsteller

Brown-Forman’s Leading Spirits Brands in the U.S.
(thousands of 9-liter case depletions)
Brand Origin/Type 2019 2020 Percent
Jack Daniel’s1 Tennessee Whiskey 5,307 5,204 -1.9%
Woodford Reserve2 Bourbon 792 977 23.4%
Jack Daniel’s
Tennessee Honey
Flavored Whiskey 766 872 13.8%
El Jimador Tequila 678 732 8.0%
Gentleman Jack Tennessee Whiskey 418 489 17.0%
Jack Daniel’s
Tennessee Fire
Flavored Whiskey 401 382 -4.7%
Old Forester3 Bourbon 271 320 18.1%
Korbel Brandy 273 285 4.4%
Total Leading Brands 8,906 9,261 4.0%
1 excludes flavors, Gentleman Jack, Single Barrel, and Rye
2 Includes Rye and Double Oaked
3 Includes 86 Proof, 100 Proof and Craft

Source: IMPACT DATABANK © 2021

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