Today Brown-Forman is one of the largest wine and spirits producers in the world, and owns the biggest-selling American whiskey, Jack Daniel’s. Its portfolio also includes Woodford Reserve and Old Forester Bourbons, Herradura and El Jimador Tequilas, Finlandia vodka and Chambord liqueur.
The company’s first foray into Scotch whisky came with the acquisition of the distribution rights to Glenmorangie in 1991, though the deal ended when the distiller was sold to Moet Hennessy in 2005.
Brown-Forman’s first fully-owned Scotch whisky brands came with the acquisition of The BenRiach Distillery Company in 2016, which came with the Benriach, Glendronach and Glenglassaugh distilleries.
Although it has operations all over the world, Brown-Forman is headquartered out of Louisville, Kentucky where it also operates a distillery and cooperage.
Brown-Forman may be owner of the world’s biggest-selling American whiskey, but as with many historic success stories, its beginnings were humble. In 1870 pharmaceuticals salesman George Garvin Brown set up a wholesale liquor business, JTS Brown, with his half-brother John Thompson Street Brown, using US$5,000 in saved and borrowed cash. The brothers began selling whiskey by the bottle – an innovative approach at a time when most liquor was sold by the barrel.
However the partnership soon fell apart, and George Garvin entered a new partnership with his accountant, George Forman, creating a new company they named Brown-Forman.
During Prohibition the company was one of the few businesses granted a licence to bottle whisky for medicinal purposes, and to keep its customers in supply it acquired the Early Times distillery (which it never ran) and its entire stock, which was shipped to its government-designated warehouse in Louisville. The continued supply of Early Times during Prohibition made it the number one whiskey in America for many years following Repeal.
In 1941 Brown-Forman purchased the Labrot & Graham distillery (renamed Woodford Reserve distillery in 2003), and went on to acquire the Jack Daniel distillery in Lynchburg, Tennessee in 1956. By 1960 Brown-Forman had recorded net sales of over $100 million; just 40 years later the figure had reached $2 billion.
In 2014 the company revealed plans to build a new distillery on Louisville’s West Main Street to produce the Old Forester brand, and just a year later acquires Slane Castle Irish whiskey, which was in the process of building its own distillery in County Meath, Ireland.
The company continued its acquisition spree with the purchase of Scotland’s The BenRiach Distillery Company in 2016, which included the Benriach, Glendronach and Glenglassaugh distilleries. The purchase marked the group’s first steps into the ownership of Scotch whisky brands.
Members of the Brown family remain engaged with Brown-Forman, which is today a publicly traded, family controlled company.
DISTILLERIES & BRANDS
SPEYSIDE SINGLE MALT SCOTCH WHISKY
HIGHLAND SINGLE MALT SCOTCH WHISKY
HIGHLAND SINGLE MALT SCOTCH WHISKY
BLENDED SCOTCH WHISKY
Glendronach Distillery Company
The BenRiach Distillery Company
The Glenglassaugh Distillery Company
BROWN-FORMAN’S BENRIACH BUY
04 May 2016
Jack Daniel’s owner Brown-Forman has spent £285m to buy the BenRiach, GlenDronach and Glenglassaugh single malts. But has the US spirits giant overpaid for the privilege? .
Trade secrets: There has been much speculation around the sums involved in the BenRiach deal
‘Clearly people want to be in this industry, though the opportunities are limited. The price of entry to the industry is also very high now.’
That’s Billy Walker, speaking to The Scotsman two years ago. Following the £285m paid by Brown-Forman to acquire The BenRiach Distillery Company – the business of which he is managing director – those words seem remarkably prophetic.
The deal for the BenRiach, GlenDronach and Glenglassaugh distilleries, announced last week, is already being described in some quarters as ‘a Billy Walker deal’ – in other words, one negotiated by a person with the happy knack of buying something at a knock-down price – then selling it on at a considerable profit.
Just how big is that profit? Some reports have suggested that the Walker family will net up to £95m from the deal – never mind the sums collected by Walker’s fellow investors, South Africans Geoff Bell and Wayne Kieswetter.
Given that the company paid Chivas Brothers £5m for BenRiach back in 2003, and bought Glenglassaugh in 2013, five years after it too had changed hands for £5m… Sure, the deal also includes GlenDronach, a bottling plant in Newbridge and the company’s Edinburgh headquarters but, from a seller’s point of view, the maths look rather attractive.
Indeed, some of those attending the Spirit of Speyside Whisky Festival over the past few days were quick to suggest that Brown-Forman had paid £100m over the odds for the company. But are they right?
Brown-Forman has worked in Scotch before. My first contact with the company, more than 15 years ago, came at the annual TFWA duty free trade fair held in Cannes, when it was marketing Glenmorangie alongside Jack Daniel’s, Southern Comfort and Woodford Reserve.
That association – selling Glenmo in various markets, including North America and travel retail – ceased when Moët Hennessy bought the Glenmorangie business in 2005 (by the way, the French company only paid £15m more – £300m – for a company that included Glenmorangie, a revived Ardbeg and Glen Moray, and they were accused of overspending at the time).
Spreading the risk: Is the BenRiach deal part of a diversification strategy?
Anyway, these guys know what they’re doing when it comes to brown spirits, with Jack Daniel’s an unparalleled masterclass in 21st-century brand-building. They’ve exited what they thought were the less attractive strands of the business – selling Southern Comfort and Tuaca to rival US spirits business Sazerac for $542.4m in March this year – and decided that the best way to surf the whisky revival is to diversify.
First it was Irish whiskey – the company announced its acquisition of Slane Castle Irish Whiskey Ltd, alongside a $50m investment in a new distillery, in June last year – and now it’s Scotch.
This move into ‘rival’ whisky segments, at a time when American whiskey is flying at home and overseas, works in a couple of ways, using the receipts of Jack’s success (and of the Sazerac divestments) to move into two equally buoyant spirits areas: Irish whiskey, currently the fastest-growing spirits category on the planet, and single malt Scotch, whose ascent (particularly in the US) is being constrained by supply, rather than demand.
In this way, the deal also constitutes a spreading of risk; if the American revival stutters (and it is, at least partly, driven by flavour innovations such as Jack Daniel’s Tennessee Honey, which are already showing signs of losing momentum), then a presence in the Irish and Scotch single malt segments might help to counteract that slowdown.
Consider another emerging deal, announced in the past 24 hours and involving Southern Comfort’s new owner, Sazerac: the company has entered into exclusive negotiations to buy the Paddy blended Irish whiskey brand from Pernod Ricard-owned Irish Distillers. Another American spirits company moving into a fast-moving, overseas whisky category? Is this an emerging pattern?
Whether symptomatic of a nascent trend or not, the Brown-Forman/BenRiach acquisition – and its price-tag – has been driven by two overriding factors: the perceived potential of relatively under-exploited single malt brands; and the scarcity of businesses of this type and scale that are for sale – the ‘price of entry’ mentioned by Billy Walker in his Scotsman interview.
For those reasons, whatever the tittle-tattle and sharp intakes of breath at the sums involved, you suspect that both parties are more than happy with the deal.