
Ahead of the release on Tuesday of Brown-Forman’s results for the third quarter and nine months of fiscal-2017, here’s a look at the events that shaped the three months to the end of January for the Jack Daniel’s owner.
- In mid-November, Brown-Forman relaunched one of its top-end Herradura Tequila offerings amid a global marketing drive for the brand. The US$89.99 Colección de la Casa, Reserva 2016 Port Cask Finished Reposado is a reiteration of the 2012 expression
- In a conference call following the release towards the end of 2016 of half-year results, CEO Paul Varga said a ‘soft’ blended Scotch whisky market had led to a decrease in sales of the company’s used barrels
- Later in December, Brown-Forman announced plans to leverage the full weight of its Jack Daniel’s brand behind the high-growth rye category, with the launch of Jack Daniel’s Tennessee Rye
- At the end of the quarter, the firm said it is hoping for a long and successful partnership with the NBA, after signing the Jack Daniel’s brand’s biggest sports sponsorship deal. The Tennessee whiskey became the official spirit of the NBA as part of the “multi-year” deal.