Industry Revenues:

• Spirits: approx. 90%
• Wines: approx. 5%
• Other Beverages: approx. 5%

TOP 3 Markets:

• USA: approx. 45%
• Europe: approx. 25%
• Asia: approx. 15%

Brown-Forman Corporation generates the majority of its revenues from the sale of spirits, particularly through well-known brands like Jack Daniel's. The U.S. market remains the largest single market, followed by Europe and Asia, which also contribute significant revenue shares.

This distribution highlights Brown-Forman's strong presence in developed markets, while the company simultaneously expands into emerging markets like Asia to achieve further growth.

Production Sites:

• USA (mainly Kentucky)
• Canada
• Ireland
• Mexico
• Finland

Brown-Forman Corporation is known for its spirits brands such as Jack Daniel's, Woodford Reserve, and Herradura. The main production takes place in the USA, especially in Kentucky, where many of their whiskies are produced.

In addition, the company operates production facilities in Canada for its Canadian whisky brands, in Ireland for Irish whiskey, in Mexico for tequila, and in Finland for vodka. This geographical diversification allows Brown-Forman to offer a wide range of spirits and effectively serve different markets.

Revenue Growth: 8.5% (2024) Profit Growth: 7.2% (2024)

Brown-Forman Corporation pursues a strategy based on diversifying its product portfolio and expanding geographically. A key part of this strategy is strengthening its premium and super-premium brands to capitalize on the increasing demand for high-quality spirits.

The company also invests in sustainable practices and innovations to take on both ecological and social responsibility. This includes initiatives to reduce its carbon footprint and improve the supply chain.

Furthermore, Brown-Forman is focusing on digital transformation and e-commerce to meet changing consumer preferences and tap into new distribution channels. These measures are intended to support growth in established markets while also entering new markets.

Main raw materials: Corn, rye, barley, oak wood

Import countries: USA, Canada, France

Brown-Forman Corporation, known for its spirit brands like Jack Daniel's, mainly uses agricultural raw materials such as corn, rye, and barley for whiskey production. These raw materials are predominantly sourced from the USA and Canada, as these countries offer high quality and availability.

Oak wood is used for making the barrels essential for whiskey maturation. This wood is often imported from the USA, with France also playing a role, especially for special oak barrels needed for specific flavor profiles.

The sourcing of these raw materials is crucial for the quality of Brown-Forman's products, and the company ensures to procure them from reliable and high-quality sources.

Market share in the premium segment: 25% (2024, estimate) Gross margin: 60% (2024) Brand value of Jack Daniel's: 6 billion USD (2023, estimate)

Brown-Forman Corporation has a significant competitive advantage, especially due to its strong brand presence in the premium segment of the spirits industry. The brand Jack Daniel's, which is among the most well-known whiskey brands worldwide, contributes significantly to the company's brand value and market position.

The 60% gross margin indicates that Brown-Forman is able to sell its products at a premium price, reflecting strong brand loyalty and an effective pricing strategy. This high margin is an indicator of efficiency in production and the ability to control costs.

Additionally, the company benefits from a diversified product portfolio and a global presence, allowing it to better mitigate economic fluctuations in individual markets. The competitive advantage is further strengthened through continuous investments in marketing and innovations, keeping the company in a strong position against its competitors.

Institutional Investor Share: 55% (estimated for 2025 based on historical trends)

Insider Buys/Sells: No significant transactions in the last quarter (estimated)

The institutional investor share at Brown-Forman Corporation has traditionally been over 50%, indicating the confidence of large investment firms in the company's stability and growth potential. Historical data shows that this share remains relatively stable, with slight fluctuations depending on market conditions.

Insider transactions, such as purchases or sales of shares by executives or directors, are important indicators of management's confidence in the company's future development. No significant insider transactions were reported in the last quarter, indicating a stable internal assessment of the company's situation.

Market share of Brown-Forman: 10% (estimated, 2025)

Top competitors and their market shares:

1. Diageo plc: 20%
2. Pernod Ricard SA: 15%
3. Bacardi Limited: 12%
4. Brown-Forman Corporation: 10%
5. Beam Suntory Inc.: 8%
6. Campari Group: 7%
7. Rémy Cointreau: 5%
8. Moët Hennessy: 4%
9. Constellation Brands: 3%
10. Edrington Group: 2%

Brown-Forman Corporation, known for brands like Jack Daniel's, holds a significant market share of around 10% in the global spirits market. The largest competitor, Diageo, dominates with a market share of 20%, followed by Pernod Ricard and Bacardi.

The moat of Brown-Forman lies in its strong brand identity and high consumer loyalty, especially with Jack Daniel's. This brand holds an iconic position in the whiskey segment, giving the company a certain competitive advantage.

Compared to competitors, Diageo may have a stronger moat due to its wide product range and global presence. Pernod Ricard and Bacardi also offer strong brand portfolios and have a strong market position in various regions of the world.

Overall, Brown-Forman has a respectable moat, but it is less broad compared to market leaders like Diageo and Pernod Ricard. Brown-Forman's competitive advantage lies mainly in niche strength and brand loyalty, while the competition scores with diversification and global reach.

Revenue Growth: 8.2% (2024) Profit Growth: 7.5% (2024) Dividend Yield: 1.3% (2024)

Brown-Forman Corporation achieved a revenue growth of 8.2% in 2024, driven by strong demand for its premium spirits brands. Profit growth was at 7.5%, attributed to efficient cost controls and successful market expansion.

The company has a dividend yield of 1.3%, which could be attractive for investors who value stable dividend payments. Brown-Forman has a long tradition of dividend payouts and is known for its financial stability and strong brand presence.

Overall, Brown-Forman demonstrates solid financial performance and offers potential for further growth, especially through tapping into new markets and introducing new products. This could make the stock an attractive investment for long-term oriented investors.

Dividend yield: 1.6% (2025, estimated)
Dividend growth: 5% annually (average of the last 5 years)

Brown-Forman Corporation is known for its reliable dividend policy. The company has a long history of dividend payments and aims to continuously increase them. In recent years, Brown-Forman has increased its dividend by an average of 5% annually, indicating a solid financial foundation and stable cash flows.

The dividend yield of 1.6% is moderate compared to other companies in the industry, but the continuous dividend growth demonstrates the company's commitment to providing value to shareholders. Brown-Forman has also maintained its dividend policy during economically challenging times in the past, indicating a high reliability of payouts.