Peter Marshall (PM): David, that short video speaks volumes about Brown-Forman’s super premium strategy for global travel retail. Please expand.
David Rodiek (DR): Yes, our booth at TFWA in Singapore greatly reflected where we are today and where we are heading as a company, with our continuously growing super-premium portfolio and individual brands. To describe Brown-Forman’s journey, let me first take a brief look at our roots.
Brown-Forman has a rich corporate history that goes back more than 150 years. The basis of our success has remained largely unchanged to this day and is still evident in every brand in our portfolio and in our high quality standards. When it comes to quality, our company has never compromised. Our commitment was instilled by founding father, George Garvin Brown, back in 1870, is part of our DNA and continues to drive us today. George Garvin Brown was the first to fill whiskey – the still well-known bourbon Old Forester – into sealed bottles and provide them with a label. In so doing, he created a branded product of high and, above all, reliable quality. Still today, Old Forester bears the quality promise of “Nothing better in the Market” on every bottle.