Brown-Forman’s sales declined 1% globally for the six months ending October 31, but in the US, sales were up by 3%. The company’s solid US performance was attributed to sales increases for its bourbon and Tequila offerings, including Woodford Reserve, Old Forester, and El Jimador. Notably, the flagship Jack Daniel’s brand declined during the period due to restrictions in the on-trade.
“As the pandemic continues, our focus remains on prioritising the safety of our employees, meeting the needs of our consumers and business partners, and pursuing our long-term strategy,” says Brown-Forman CEO Lawson Whiting.
Source: The Spirits Business, December 2020