Brown Forman move into… basketball?
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Brown Forman move into… basketball?

Spirits distiller Brown Forman, the company behind Jack Daniels, as well as other premium spirits brands, is branching out… into basketball! At least, that’s the comedic premise for its new advert, which can be seen below.

Brown Forman branches out into basketball

Comedy aside, Brown Forman has good reason to be positive about its flagship brand’s immediate future. According to industry researcher Wise Guy Reports, whiskey is the third largest, and fastest growing, segment in the global spirits market, and is expected to log a compound annual growth rate (CAGR) of 5% per year into 2020. Even better, bourbon is set to outperform that figure, and deliver a CAGR of 7% over the same time frame.

Brown Forman has had a positive 30 days

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SOURCE: Yahoo Finance

There is also slightly more targeting than one might expect involved in Brown Forman’s latest ad – it comes after a deal was signed earlier this year to partner Jack Daniels with the NBA. The whiskey will officially be the “spirit of the NBA” for the remainder of a multi-year deal.  John Higgins, Jack Daniels’ brand director for North America, said:

"As we continue to expand the breadth of our NBA partnership, this new creative introduces our whiskey-making town of Lynchburg, Tennessee to fans of the NBA. Friends of Jack Daniel's have a common bond with the NBA and its fans - both are passionate, share values of integrity, loyalty and community, and appreciate quality. This new TV spot is another great example of that."

Disclosure

Dominion holds The Brown Forman Corporation in its Global Trends Luxury Fund.


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The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.