Sales and marketsBrown-Forman has seen an increase in net sales between 2011 and 2022, from about 2.6 billion dollars to over 3.9 billion in that time period. Half of the company’s total net sales is attributed to the United States, with Germany making up the second largest single market. Although Brown-Forman owns two wine brands, only a tiny percentage of their sales come from wine; they are much more known for being a spirits manufacturer. In 2022, the company employed about 5,200 people.
Brands and marketingJack 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 a large portion of the whiskey market in the United States. Jack Daniel’s itself makes up a 19 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. Brown-Forman brands that have seen an increase in sales in the past year are those like Jack Daniel's Tennessee Apple, Herradura, and el Jimadorm which benefit from increased consumer interest in tequilas and non-traditional spirits beverages.
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, followed by Gentleman Jack, Herradura and Woodford Reserve.