Brown-Forman’s U.S. Sales Improve In Latest Quarter
Brown-Forman saw sales rise 2% on an organic basis to $3.1 billion for the nine months through January, covering the first three quarters of its fiscal year. Operating income was up 5% organically to $902 million. While the company saw organic growth—boosted by an 8% increase in its emerging markets unit—on a reported basis sales dipped 4% owing to the divestitures of Finlandia and Sonoma-Cutrer. For its third quarter, Brown-Forman saw organic sales up 6% to $1 billion, with organic operating income rising 23% to $280 million.
In the U.S., Brown-Forman’s sales came in down 1% organically, representing an improving trend. According to the company, the decrease was due to “lower volumes of Korbel California Champagnes and Jack Daniel’s Tennessee Whiskey, and the impact of Jack Daniel’s and Coca-Cola,” partially offset by growth in Woodford Reserve and an increase in distributor inventories.
According to Impact Databank, Woodford Reserve and Old Forester Bourbons grew 4% and 3% respectively in the U.S. last year, with the core Jack Daniel’s down about 3% to 4.9 million cases. Last week, Brown-Forman announced that it’s transitioning its California business to leading beer distributor Reyes Beverage Group in May from current wholesaler RNDC, with whom it still works across 23 other markets.
Looking ahead, the company expects organic net sales to grow 2% to 4% for its full fiscal year, with organic operating income to rise in the same range. “While we anticipate continued uncertainty and headwinds in the external environment, we are also confident that we have the right people, brands, and strategy in place to take advantage of ongoing growth opportunities,” said CEO Lawson Whiting.—Shane English
| Brown-Forman—Top 10 Spirits Brands in the U.S. (Thousands of 9-liter case depletions) |
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| Rank | Brand | Origin/Type | 2023 | 2024 | Percent Change1 |
|
|---|---|---|---|---|---|---|
| 1 | Jack Daniel’s2 | Tennessee Whiskey | 5,043 | 4,871 | -3.4% | |
| 2 | Woodford Reserve3 | Bourbon | 1,420 | 1,472 | 3.7% | |
| 3 | Jack Daniel’s RTDs4 | Pre-Mixed Cocktail | 1,036 | 902 | -12.9% | |
| 4 | El Jimador | Tequila | 885 | 771 | -12.9% | |
| 5 | Jack Daniel’s Tennessee Honey5 |
Flavored Whiskey | 707 | 661 | -6.6% | |
| 6 | Old Forester | Bourbon | 485 | 501 | 3.2% | |
| 7 | Gentleman Jack | Tennessee Whiskey | 404 | 374 | -7.6% | |
| 8 | Herradura | Tequila | 373 | 352 | -5.5% | |
| 9 | Jack Daniel’s Tennessee Fire5 |
Flavored Whiskey | 356 | 326 | -8.3% | |
| 10 | Korbel | American Brandy | 227 | 223 | -1.7% | |
| Total Top 106 | 10,937 | 10,453 | -4.4% | |||
| 1 Based on unrounded data. 2 Excludes flavors, Single Barrel, Bonded, and RTDs/FMBs 3 Includes Batch Proof, Double Oaked, Rye, Straight Wheat, and Straight Malt 4 Excludes Country Cocktails (malt-based) 5 Excludes RTDs 6 Addition of columns may not agree due to rounding. Source: IMPACT DATABANK © 2025 |
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Tagged : Brown-Forman, El Jimador, Herradura, Jack Daniel’s, Old Froester, Woodford Reserve
