Brown-Forman has seen an increase in net sales between 2011 and 2020, from about 2.6 billion dollars to over three billion in that time period. Half of the brand’s total net sales is attributed to the United States, with Europe making up the second largest market. Although Brown-Forman owns two wine companies, only a tiny percentage of their sales come from wine; they are much more known for being a spirits manufacturer. In 2020, the company employed about 4,800 people.
Jack Daniel’s is one of the most recognizable whiskey brands worldwide. The original Jack Daniel’s and its various related brands such as Jack Daniel’s Tennessee Fire and Gentleman Jack make up the vast majority of the whiskey market in the United States. Jack Daniel’s itself makes up a 21 percent share of the U.S. market. However, this share has been declining since 2011, when Jack Daniel’s made up a 30 percent share of the total U.S. straight whiskey market. Another Brown-Forman whiskey brand, Woodford Reserve, saw a 20 percent increase in sales in 2020.
The company’s advertising expenditure has fluctuated slightly over the last several years but has stayed more or less stable at around 400 million per year. Jack Daniel’s, being the most popular brand that Brown-Forman owns, receives the most advertising funding, at around 28 million dollars in 2019, followed by Gentleman Jack, Herradura and Woodford Reserve.