Lawson E. Whiting’s Post

In 1996, Brown-Forman introduced the world to Woodford Reserve. Today, the brand is the #1 super-premium American whiskey brand in the world by volume and value, based on IWSR 2023. It was my honor to participate in the dedication of The Pepper House at Woodford Reserve last week. This restored building will be home to the brand’s Personal Selection barrel program and includes a library named in honor of Master Distiller Emeritus Chris Morris. Chris is a member of the Kentucky Bourbon Hall of Fame and has devoted five decades to Brown-Forman, including 20 years serving as Master Distiller for Woodford Reserve. On behalf of Brown-Forman and the 154-year legacy that is our company, we are deeply grateful to Chris for his leadership and brand stewardship. After all, there is #NothingBetterInTheMarket.

Last week, Brown-Forman had the pleasure to host the investment community at our Kentucky headquarters and homeplaces for our 2024 Investor Day. The event showcased the people, products, and places that will grow Brown-Forman for the next generation and support our Make It A Double 2032 ambition. We believe we can achieve this by thinking bigger, being bolder, and delivering better.

We believe great people build great brands. And we know there is #NothingBetterInTheMarket than a career at Brown-Forman. Congratulations to our countries across Europe, who joined so many of our locations around the world in being recognized as a #GreatPlacetoWork. Thank you for cultivating a culture where integrity, respect, trust, teamwork, and excellence can thrive.

This holiday season, whether you're watching Thanksgiving Day football, Christmas Day basketball, or something in between, you're likely to see the new ad from Brown-Forman for Jack Daniel's Tennessee Whiskey. As part of the extensive media investment, we've created a new U.S. advertising and media campaign that will leave no doubt – Jack is Back in Black. This iconic film will serve as Jack’s declaration to a whole new generation of music lovers…and whiskey drinkers…who know exactly what it means to embrace a moment and #MakeItCount.    Thank you to Jennifer Powell, Biba Konieczna - Sano, Sophia Angelis, Neil Punwani, Mary Beth O'Mara, Jamie Butler, Arthur Masterson, Valerie P. Morse, Brett Jeffreys, the entire U.S. Jack Daniel’s team, and our partners at Energy BBDO and Spark Foundry for creating work that illustrates our ambition of #NothingBetterInTheMarket.

The bourbon category continues to grow around the world. This #BourbonHeritageMonth, I invite you to raise a toast to the official state spirit of Kentucky with a glass of Woodford Reserve, Old Forester, or Coopers’ Craft. There is #NothingBetterInTheMarket than the premium and super-premium bourbons of Brown-Forman.

Yesterday, Elizabeth “Eliza” M. Brown, a fifth-generation descendant of Brown-Forman founder George Garvin Brown, was named to the Brown-Forman Board of Directors. With immense gratitude, I want to welcome Eliza to the Board and acknowledge Augusta Brown Holland and John Cook, who did not stand for re-election after a combined 23 years of service to the Board. Eliza, Augusta, and John – through their current and past service — join a long legacy of talented Board members who have helped ensure Brown-Forman continues to deliver #NothingBetterInTheMarket for generations to come. To learn more about Eliza’s professional background and the other matters of business approved this week at our Annual Meeting of Stockholders, please read the full press release in the Brown-Forman post below.

Bigger. Bolder. Better. That was the theme of last week’s Brown-Forman virtual global conference. Our first “hybrid” conference, it featured live studio audiences in both Louisville and London and virtual content from our teams around the world. Thank you to the many employees who brought this production to life…especially those who stayed up extra late for our second session so that employees from São Paolo to Singapore could attend at a time convenient for their time zone! I’m energized by the opportunity to celebrate our accomplishments in Fiscal 2023 and build excitement for all that’s to come in Fiscal 2024 and beyond. Cheers to #NothingBetterInTheMarket!

Join me in a toast to the best of Kentucky on Kentucky’s best day. The official spirits of the Kentucky Derby include multiple Brown-Forman brands - Woodford Reserve, Old Forester, Finlandia, and Tequila Herradura. Visit the Kentucky Derby website linked below to find a festive cocktail or mocktail to enjoy on the first Saturday in May. Whether you’re celebrating at home, at a Kentucky Derby party in your city, or down the stretch at Churchill Downs Incorporated, please enjoy responsibly: https://lnkd.in/gkdWxHuU #NothingBetterintheMarket

It will be an exciting weekend in Australia for Brown-Forman, Jack Daniel's and our global partnership with McLaren Racing. This marks the first Formula 1 race to feature Jack Daniel's branding on the Papaya team cars. Together, Jack Daniel's and McLaren Racing will Make It Count with every lap, every pit stop, and every Grand Prix. Through it all, remember, it's black and white, never drink and drive.