Brown-Forman’s ‘vision’ for US whiskey

Brown-Forman, the world’s biggest American whiskey producer, has revealed its new “vision” for the category in the UK.

The new ‘American Whiskey Vision” is designed to further “demystify” the category for consumers and build on its “impressive growth”.

The market for American whiskey in the UK is now worth £540 million and is growing 14.8% year-on-year.

The new marketing campaign has education at its core and will focus on areas of the on-trade where Brown-Forman believes the category is currently under-performing.

The educational material, packaged under the name: “Welcome to the World of American Whiskey: The Story of Man and Oak”, is designed to show on-trade customers how to maximize sales with a good balance of styles and flavours represented in their range.

The company has also developed a “flavour code” that has identified three flavour profiles – “laid back and mellow”, “full and spicy” and “big and bold” – that can be used to map the category and help bar owners and managers create a more balanced selection of American whiskies.

Crispin Stephens, head of Commercial Planning and Activation for Bacardi Brown-Forman Brands, commented: “Premium spirits are driving value in the on-trade and American whiskey is absolutely key to this growth, making this a very exciting time for the category.

“As the category leader, Brown-Forman is committed to ensuring growth is maintained by supporting our customers in their efforts to engage and educate consumers; with this new vision, we hope to revolutionise the way our customers approach management of the category and give them the tools to unlock the great potential of American whiskey.

“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.”