Brown-Forman Sales Slip 1% As Emerging Markets Offset U.S. Struggles
Brown-Forman saw organic net sales come in down 1% to $911 million in its fiscal first quarter ended in July, as solid growth in Mexico and other emerging markets offset a 3% sales decline in the U.S. The company said net sales are expected to be flat for the full fiscal year ending next April, “as macroeconomic pressures and geopolitical instability continue to negatively impact consumer behavior and beverage alcohol consumption, particularly within developed markets.”
The Brown-Forman portfolio in the U.S. totaled 10.3 million cases last year, according to Impact Databank, and is down 1.8% by volume in control states in the calendar year-to-date through July. Woodford Reserve and Old Forester American whiskies have seen rising volume in control states so far this year, while the rest of Brown-Forman’s key brands have slipped, with Jack Daniels—including flavors—down 1.5%.
During the fiscal first quarter, Brown-Forman’s whiskey portfolio was flat overall in sales terms, as the global launch of Jack Daniel’s Tennessee Blackberry was offset by declines in Tennessee Honey and Gentleman Jack, while the core Tennessee Whiskey was flat.
RTDs were a bright spot (+11%), led by El Jimador New Mix, which jumped out to 126,000 cases in the U.S. last year in its launch year, according to Impact Databank. The brand also continues to soar in its home market of Mexico. Elsewhere, the Herradura and El Jimador Tequila brands fell 18% and 11% in the first quarter, both hampered by lower volumes, even amid price cuts.
Looking ahead, Brown-Forman notes that operating income is expected to decline 3%-5% this fiscal year. Still, the company sees some tailwinds that will boost results. “We believe we will benefit in fiscal 2027 from our previously announced restructuring initiative and U.S. distributor changes, and continued new product innovation, such as the expansion of Jack Daniel’s Tennessee Blackberry,” the company said.
In recent months, Brown-Forman has steered away from a merger with Pernod Ricard and a $15 billion acquisition by Sazerac, opting to continue to forge its own path amid the difficult conditions. After pressure on the board from some quarters of the Brown family this summer, longtime CEO Lawson Whiting announced in July that he will step down as soon as a successor is found.—Daniel Marsteller
| Brown Forman—Top Seven Brands in the U.S. | ||||||
| Rank | Brand | Origin/Type | Total 2025 U.S. Volume1 |
Control States Volume Growth 2026 YTD2 |
||
|---|---|---|---|---|---|---|
| 1 | Jack Daniel’s3 | Tennessee Whiskey | 5,798 | -1.5% | ||
| 2 | Woodford Reserve | Bourbon/Rye | 1,479 | 2.4% | ||
| 3 | Jack Daniel’s RTDs | Pre-Mixed Cocktail | 739 | -11.7% | ||
| 4 | El Jimador | Tequila | 672 | -8.2% | ||
| 5 | Old Forester | Bourbon/Rye | 479 | 2.2% | ||
| 6 | Gentleman Jack | Tennessee Whiskey | 343 | -6.5% | ||
| 7 | Herradura | Tequila | 295 | -11.9% | ||
| Other Brands | 510 | -2.8% | ||||
| Total Brown-Forman | 10,316 | -1.8% | ||||
| 1 Thousands of 9-liter case depletions. 2 Year-to-date July. 3 Includes flavors; excludes RTDs. Source: NABCA and IMPACT DATABANK © 2026 |
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