Supplier of the Year
3
Spirits Supplier of the Year :
Brown-Forman Corp .
BY MELISSA DOWLING
Brown-Forman Corp . has seen a lot in 153 years , from World Wars , Prohibition and pandemics to what it calls “ the dark ages for dark spirits .” That ’ s the period from 1965 to 2000 , when sales of dark spirits like whiskey slipped , forcing Brown-Forman to diversify into other categories .
Fast forward to 2023 and bourbon is booming . Consumers cannot get enough of American whiskey , and Louisville , KY-based Brown-Forman is well positioned for the trend , with brands such as the venerable Tennessee whiskey Jack Daniel ’ s , acquired in 1956 , and the bourbon Woodford Reserve , launched in 1996 .
Whiskey is in the company ’ s DNA : Founded by George Garvin Brown as J . T . S . Brown & Brother , it was the first company to sell whiskey in sealed glass bottles . A partnership in 1890 with Brown ’ s friend and accountant George Forman created the company ’ s name .
Brown-Forman today employs about 5,200 people globally ; the brands are sold in more than 170 countries worldwide . Its imported whiskies include GlenDronach , Benriach , Glenglassaugh and Slane . But the company is best known for its flagship American whiskey brands .
For instance , Jack Daniel ’ s Bonded Tennessee Whiskey , is a Rising Star Growth Brands winner this year , as is Jack Daniel ’ s ready-to-drink beverages . A new Jack Daniel ’ s & Coca-Cola RTD hit the market in March ; the company expects this line extension to do well . Jack Daniel ’ s also entered our Hall of Fame in 2022 by winning its 15th Growth Brands Award .
Brown-Forman bourbons Old Forester and Woodford Reserve were among the fastest-growing Growth Brands this year , increasing 36 % and 26 %, respectively , in 2022 over 2021 . ( The company ’ s Sonoma-Cutrer was among the fastest-growing wine brands , with a 12 % rise .)
Coopers ' Craft Bourbon , the company ’ s first new bourbon brand in 20 years when it launched in 2016 , won a Rising Star winner this year . The brand honors the men and women who raise the barrels at the zero-waste Brown-Forman cooperage .
TEQUILA AND OTHER CATEGORIES In addition to riding the wave of newfound love for brown spirits , Brown-Forman also benefits from the exploding popularity of tequila , thanks to its two seasoned brands . El Jimador tequila took an Established Growth brand in 2023 , while Herradura took a Fast Track award . Brown-Forman acquired the brands when it purchased Casa Herradura in 2007 .
What ’ s next for Brown-Forman ? Gin , apparently . The company , which bought
Diplomático is sold in more than
100 countries .
12 Beverage Dynamics • May 2023 www . beveragedynamics . com