Brown-Forman

Brown-Forman Corporation is a prominent American spirits and wine company, founded in 1870 and headquartered in Louisville, Kentucky. With a rich heritage spanning over 150 years, Brown-Forman has established itself as a global leader in the alcoholic beverage industry. The company’s portfolio includes some of the world’s best-known and respected brands, spanning multiple sectors.

Brown-Forman is perhaps best known for its iconic whiskey brands such as Jack Daniel’s, Woodford Reserve, and Old Forester, which have made it a major player in the global whiskey market. Its commitment to quality craftsmanship, innovation, and brand storytelling has helped maintain strong consumer loyalty and continued growth worldwide.

In gin, Brown-Forman’s involvement is more recent but strategically important. The company owns the Fords Gin and Gin Mare brands.

Brown-Forman’s investment in gin reflects broader consumer trends favouring craft spirits, premiumisation, and cocktail culture. The company continues to innovate in the gin space, leveraging its deep expertise in brand building and global distribution to strengthen their presence in key markets including the US, UK, and emerging regions.

While Brown-Forman’s roots and reputation remain firmly grounded in whiskey, their strategic expansion into gin highlights their adaptive approach to evolving consumer tastes and commitment to maintaining leadership across multiple spirit categories.

Gin Mare is a Mediterranean-inspired gin renowned for its unique blend of botanicals, including Arbequina olives, thyme, rosemary, and basil. Established in 2010, it has become the world’s number one ultra-premium gin, sold in over 70 countries. In November 2022, Brown-Forman acquired Gin Mare and its variant, Gin Mare Capri, from Vantguard and MG Destilerías. The acquisition aligns with Brown-Forman’s strategy to enhance its super-premium spirits portfolio. Gin Mare continues to be produced in Vilanova i la Geltrú, Spain, maintaining its commitment to quality and Mediterranean craftsmanship .

Fords Gin, co-founded by Simon Ford and Master Distiller Charles Maxwell in 2012, was designed with input from bartenders to create a versatile gin suitable for cocktails. The brand quickly gained popularity in the U.S. bar scene, with 85% of its sales occurring in bars. In 2019, Brown-Forman acquired Fords Gin, recognising its potential in the growing premium gin market. The acquisition has allowed Fords Gin to expand its reach and continue its focus on quality and mixability.

These acquisitions reflect Brown-Forman’s commitment to diversifying its portfolio and tapping into the expanding global gin market. By integrating Gin Mare’s Mediterranean heritage and Fords Gin’s cocktail-centric approach, Brown-Forman is well-positioned to cater to a broad range of consumer preferences in the gin category.