Brown-Forman Looks Beyond Whiskey To Offset Jack Daniel's Canada Problem

Whiskey Whiffs, But Brown-Forman Sees Promise in New Mix - Benzinga Benzinga España Italia 대한민국 日本 Français My Account Login SPY 762.57 0.12% QQQ 721.83 0.05% BTC/USD 81052.62 6.161% DIA 516.38 0.09% GLD 401.38 0.04% TLT 81.21 0.05% Get Benzinga Pro Data & APIs Events Premarket Advertise Contribute España Italia 대한민국 日本 Français Login Register Benzinga Premium Services Benzinga Edge Benzinga Pro Benzinga Research Benzinga APIs Financial News Financial News Large Cap Stocks Small-Cap Stocks Insider Trades Earnings Technology AI News Personal Finance ETF News Crypto News Dividend News Latest Rumors Latest Offerings News Investment Ideas Investment Ideas Stock of the Day Stock Whisper Index Analyst Ratings Analyst Color Financial Advisors Government Trades Trading Ideas Stock Screener Markets Markets Premarket Movers After Hours Options ETFs Commodities Prediction Markets Private Markets Bonds Futures Forex Top Stocks Top Stocks Apple (AAPL) Tesla (TSLA) Amazon (AMZN) Nvidia (NVDA) Alphabet (GOOGL) Meta Platforms (META) Microsoft (MSFT) StreetTracks Gold Shares (GLD) IBIT Bitcoin Trust (IBIT) Top Value Stocks Top Momentum Stocks Top Growth Stocks Top Quality Stocks Learn Learn Investing Guides Personal Finance Mortgages Best Credit Cards Best Dividend Stocks Best Swing Trade Stocks Investment Ideas Investment Ideas Stock of the Day Stock Whisper Index Analyst Ratings Analyst Color Financial Advisors Government Trades Trading Ideas Stock Screener Markets Markets Premarket Movers After Hours Options ETFs Commodities Prediction Markets Private Markets Bonds Futures Forex Top Stocks Top Stocks Apple (AAPL) Tesla (TSLA) Amazon (AMZN) Nvidia (NVDA) Alphabet (GOOGL) Meta Platforms (META) Microsoft (MSFT) StreetTracks Gold Shares (GLD) IBIT Bitcoin Trust (IBIT) Top Value Stocks Top Momentum Stocks Top Growth Stocks Top Quality Stocks Learn Learn Investing Guides Personal Finance Mortgages Best Credit Cards Best Dividend Stocks Best Swing Trade Stocks Research My Stocks Tools Free Benzinga Pro Trial Calendars Analyst Ratings Calendar Conference Call Calendar Dividend Calendar Earnings Calendar Economic Calendar Events Calendar FDA Calendar Guidance Calendar IPO Calendar M&A Calendar Unusual Options Activity Calendar SPAC Calendar Stock Split Calendar Trade Ideas Stock Reports Insider Trades Trade Idea Feed Analyst Ratings Unusual Options Activity Heatmaps Free Newsletter Government Trades Perfect Stock Portfolio Easy Income Portfolio Short Interest Most Shorted Largest Increase Largest Decrease Calculators Options Profit Calculator Margin Calculator Forex Profit Calculator 100x Options Profit Calculator Covered Call Calculator Cash-Secured Put Calculator Long Call Calculator Long Put Calculator Screeners Stock Screener Top Momentum Stocks Top Quality Stocks Top Value Stocks Top Growth Stocks Compare Best Stocks Best Momentum Stocks Best Quality Stocks Best Value Stocks Best Growth Stocks Markets SPY 762.57 0.12% QQQ 721.83 0.05% BTC/USD 81052.62 6.161% DIA 516.38 0.09% GLD 401.38 0.04% TLT 81.21 0.05% September 18, 2026 4:24 PM 2 min read Brown-Forman Looks Beyond Whiskey To Offset Jack Daniel’s Canada Problem Jack Daniel ’s next growth story may not come from whiskey. Brown Forman Inc Class B Common Stock (NYSE: BF ), the brand’s parent company, is leaning on ready-to-drink brands and emerging markets to diversify its growth. That’s because Canadian shelf restrictions and a cash-strapped Gen Z are a drag on Brown-Forman’s business. Ready-to-drink sales, meanwhile, rose 20% in the latest quarter , or 11% organically, led by the New Mix canned cocktail brand. Sales jumped 48%, with organic growth of 36%, fueled by strong demand in Mexico and its U.S. launch. Emerging markets are showing similar momentum. Brown-Forman’s sales in those markets increased 11%, or 9% organically, with Mexico and New Mix driving growth. That helped offset declines in developed international markets, where sales fell 6%. Overall, first-quarter net sales fell 1% t...