Brown-Forman Corp in Spirits

Company Profile

About This Report

Oct 2018

Brown-Forman was the 15th biggest distiller and the seventh biggest player in RTDs/high-strength premixes in 2017. While seeing healthy growth in both, the company faces a number of challenges. Notably, while the company is geographically relatively diverse, it is overly reliant on one category and, in particular, on one brand. This profile will look at how the company is positioned and what it could do to mitigate the dangers of this narrow focus.

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Brown-Forman Corp in Spirits

Euromonitor International's report on Brown-Forman Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Spirits market and the global economy.

Company and market share data provide a detailed look at the financial position of Brown-Forman Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Brown-Forman Corp.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Brown-Forman Corp provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Spirits research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key findings
Key company facts
Brown-Forman’s ranking
Global footprint
Healthy growth for Brown-Forman
More geographic diversity, less volumes

Competitive Positioning

Biggest overlap with bourbon /other US whiskies players
A m id-ranked player
Diageo’s unassailable lead in a consolidating category


Dynamism for Brown-Forman even in declining regions
Narrow category spread
Global leader in bourbon/other US whiskies
Relative weakness in super-premium bourbon / other US whiskies
Full steam ahead internationally
Brown-Forman looks to benefit from dynamic whiskies in North America
Slowing liqueurs in core markets
Sluggish Finlandia provides foundations for growth of other brands
Super-premium the focus in tequila
Prime position to exploit gin growth

RTDs/High-Strength Premixes

Present in all regions but focused on key markets
Mexico the key


Need to respond to evolving demand

Appendix: Competitor Analytics

Competitor Analytics tool – Overview
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models