Brown-Forman's H1 performance by region, brand - Focus

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Earlier today, Brown-Forman posted its first-quarter results. Here, just-drinks takes a closer look at the company's performance by region and brand in the three months to the end of July.


  • The US (sales +7% underlying, +5% reported)

Brown-Forman said sales growth was primarily driven by higher volumes as Jack Daniel's Tennessee Fire continued to roll out. Tennessee Fire added three percentage points of underlying net sales growth in the US. There was "continued strength" across the company's American whiskey brands, including Jack Daniel's Tennessee Whiskey, the Woodford Reserve family of brands, and Old Forester.

  • Emerging markets (sales +8% underlying, -11% reported)

Brown-Forman said it had "particularly strong" underlying growth in Turkey and Brazil. Mexico and Poland also delivered mid single-digit underlying net sales growth, it said. Russia's underlying net sales growth improved in the second quarter, resulting in a "modest" year-to-date decline, according to Brown-Forman, while underlying net sales declined in Southeast Asia and China, but emerging Africa and Ukraine grew double digits.

  • Developed markets outside of the US (sales +6% underlying, -6% reported) 

Underlying net sales in Germany, France and the Czech Republic grew double digits, Brown-Forman said. The UK and Canada delivered "solid gains" in underlying net sales while Australia and Japan were flat year over year, the company added.

  • Global Travel Retail (sales -14% underlying, -28% reported)

 Brown-Forman said Travel Retail remains competitive, due in part to the decline of high spending Russian and European travellers as foreign currency swings impact travel and demand. The company also attributed some of the decline to the timing of orders.

Brand9-Litre VolumesReported SalesUnderlying Sales
Jack Daniel’s Family5%-2%7%
Jack Daniel’s Tennessee Whiskey3%-3%4%
Jack Daniel’s Tennessee Honey12%1%14%
Other Jack Daniel’s Whiskey Brands50%17%39%
Jack Daniel’s RTD/RTP3%-10%4%
Southern Comfort Family-7%-11%-7%
Finlandia Family-8%-15%-2%
el Jimador Family0%-6%8%
New Mix RTD22%8%31%
Herradura Family5%-2%7%
Woodford Reserve Family26%29%28%
Canadian Mist Family-8%-10%-8%
Rest of Brand Portfolio-1%-1%4%
(excl. Discontinued Brands)
Total Portfolio4%-3%6%

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