Brown-Forman (NYSE:BF.A) 2025 Earnings Call Presentation

Jack Daniel's Brand Positioning and Market Share - Jack Daniel's is the number 1 American Whiskey and the most valuable global spirits brand in the world[68] - Jack Daniel's has a 37% market share of Global TDS (Total Distilled Spirits)[71] - The company is positioned to capture global growth of American Whiskey[73] Strategic Priorities for Jack Daniel's - Portfolio Development: Reach new consumers and occasions through innovation and premiumization[78] - On-Premise Evolution: Re-establish leadership in the channel through bartender advocacy and consumer call[80] - Operational Excellence: Win at the point of purchase and point of consumption[82] - Meaningful Difference: Win the hearts and minds of consumers by inspiring them to live life on their own terms[82] Marketing and Campaign Performance - The largest campaign in brand history is being launched in markets representing 74% of Retail Sales Value[133, 134] - US PR efforts for a newly launched product drove over 314 million in media reach, including more than 97 million influencer and social impressions[152] Global Market Opportunities - Mexico: U S Whiskey is gaining a 10% share of Total Whiskey with a 10-year CAGR (Value)[211, 212] - Brazil: U S Whiskey is gaining a 24% share of Total Whiskey with a 10-year CAGR (Value)[217, 218] - Europe: Jack Daniel's has a 15% market share of STD+ Whiskey in key markets[223, 224]