Brown-Forman sets out American whiskey strategy

The company has said they will put education at the heart of their strategy by “seeking to demystify the category” as well as building an understanding of the different types of American whiskey – Tennessee whiskey, bourbon, rye and whiskey liqueurs.

Brown-Forman has identified premiumisation within the spirit category as an opportunity and has identified areas where American whiskey is under trading.

The campaign will be called “welcome to the world of American whiskey: the story of man and oak” and will focus on showing licensees how they can maximise sales of American whiskey by  balancing styles and flavours as well as advice on how to encourage consumers to explore the category.

A new flavour code is being introduced that can map the entire category identifying three distinct flavour profiles: “laid back and mellow”, “full and spicy” and “big and bold”. Brown-Forman hopes this new code will help bars and pubs select American whiskeys for their range.

Crispin Stephens, head of commercial planning and activation for Bacardi Brown-Forman Brands, said: “American whiskeys have great stories to tell and we have invested significant resources in doing so through the American whiskey vision, which takes an impartial category approach to ensure its credibility with our customers.

"The response from customers so far has been overwhelmingly positive as they realise the potential commercial value that a new approach to American Whiskey category management could bring.”