Introduction by: Peter Marshall
This week on trunblocked.com we are delighted to feature another major profile on one of the world’s leading spirits companies – Brown-Forman. The company has enjoyed considerable success in 2023 and I chatted recently with David Rodiek and hope that the following interview provides real insight and defines where the company currently stands on its products and key issues relevant to Travel Retail.
Peter Marshall (PM): David, welcome back to TRunblocked.com. Let’s start our conversation with American Single Malt. It’s a category that has lots of energy behind it and, frankly, Brown-Forman’s iteration is quite outstanding with Jack Daniel’s now playing in this space. Tell us about how the brand is performing since it was presented last year in Cannes.
David Rodiek (DR): Sure, Peter. Let’s begin with Jack Daniel’s, which is not only a renowned brand but also the largest premium spirits brand globally in terms of volume. According to the International Wine and Spirits Record (IWSR) in 2022, Jack Daniel’s holds that prestigious title. In fiscal 2023, over 15 million 9-litre cases of Jack Daniel’s Tennessee Whiskey were sold across more than 170 countries worldwide.