BROWN SPIRITS REPORT: BROWN-FORMAN
work for Old Forrester in travel retail. But BF insists that it has some ‘great ideas’ about how to build this brand and says a ‘lot of ground work is going on’ right now across its portfolio. “Retailers are excited about us
right now…they are looking for new brands and new opportunities. They want to see different takes on categories that they’re very familiar with. “We can shake up the category
Brown-Forman is an expert in whiskey maturation.
The quarter-cask is rather unique as it will be the only peated quarter cask Speyside available in travel retail. Last, but not least BF will release a 10 year-old triple-distilled expression, exclusive to travel retail. TRBusiness understands that the
whiskies and their price-points are at the more accessible end of the Scotch whisky spectrum. At the same time as launching
the three BenRiach expressions, BF will be working through the stocks it has to create the right offer for GlenDronach and Glenglassaugh going forward. “So we’ll come back with a variety
of offers, probably later in the year. But BenRiach is leading us,” adds Farrer. Furthermore, BF will be
introducing Woodford Reserve Rye throughout travel retail along with Old Forrester in a limited capacity. “The other development that I
would have to add is the introduction of Old Forrester in a limited capacity into travel retail with Heinemann,” confirmed Farrer. “We’ve had a pleasing start with Old Forrester and there’s a lot of interest in the history of that brand. “It dates back to 1870, it was
produced throughout prohibition and it offers a bit of variety to a very intriguing and growing category in travel retail. So we’ll have some slow, but exciting expansion of Old Forrester’s distribution this year as well.” As Old Forrester clearly does not
benefit from the global recognition afforded to the company’s Jack Daniel’s and even Woodford Reserve brands, Brown-Forman will have to shoulder some of the initial ground
MAY 2017
with some of the innovation coming through, on BenRiach for example, which is something a little bit different to what they’ve seen previously. “The category is growing and we
think we bring a world class North American whiskey portfolio to the table, so anything we’re bringing with Jack Daniel’s and Woodford, and now even Old Forrester is resonating well.”
2016 was ‘a good year’ Although there are plenty of developments to be optimistic about, BF are acutely aware of the various challenges it has to face on numerous fronts. But following a tough 2015, thankfully 2016 was a relatively good year, says Farrer. “2015 was a difficult year, but
2016 turned out to be a good year across our whiskey portfolio. We saw stabilisation of the Russians, which I think was absolutely critical for the industry’s health globally.” Farrer confirms that BF witnessed
a slight increase in Russian traffic and spend in 2016, following an undeniable decline in 2015. “We saw a return to normalcy, so
that was very encouraging across our portfolio,” he adds. “However, we weathered instability through Latin America,
“If you think about all the positive developments of the last eight months, it’s truly very exciting for us. China has expanded the introduction of arrivals throughout all of their international airports. Russia announced the introduction of arrivals with other neighbouring markets set to join and now you’ve had Japan just announce it.”
Marshall Farrer, Brown-Forman.
primarily in Brazil and then Mexico. So those were tougher markets compared to the rest of the world.” Although the company’s
performance in South America was comparatively lack-lustre last year, BF did have one of the ‘best years in European travel retail’, following several very difficult years, in 2016. Asia Pacific also remains ‘a big
growth opportunity’ for Brown- Forman, although it still only represents a small share of the business currently (relative to the rest of the world). “Australia had a great year too,”
added Farrer. “So all in all we were quite pleased with the performance that we turned in. “If you think about all the positive
developments of the last eight months, it’s truly very exciting for us. China has expanded the introduction of arrivals throughout all of their international airports. Russia announced the introduction of arrivals with other neighbouring markets set to join and now you’ve had Japan just announce it. “So these are extremely exciting
developments for the industry and for our brands for sure and will probably offset some of the concerns we have related to labelling and regulation.” «
Below: One of Brown-Forman’s priorities in 2017, Coopers’ Craft.
Woodford Reserve now boasts an enviable position amongst some of the best-known bourbons in global travel retail.
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