Jack Daniel's maker misses sales estimates on weak consumer spending

Jack Daniel's maker Brown-Forman missed first-quarter sales estimates and stuck to its annual targets on Wednesday, joining other spirits makers in warning of a challenging consumer environment in the U.S. and Europe.

Consumers have become more discerning in their spending ‌as concerns about ⁠inflation and ⁠jobs tighten household budgets. For alcohol makers, that has translated into lower consumption levels ​as health-conscious consumers watch their calorie intake amid growing use of GLP-1 drugs, ​and fewer casual purchases.

"We anticipate the operating environment for fiscal 2027 to remain challenging, as macroeconomic pressures and geopolitical instability continue to ​negatively impact consumer behavior and beverage alcohol consumption, ⁠particularly within ‌developed markets," Brown-Forman said.


Rival Pernod Ricard, which ended merger ​talks ​with Brown-Forman earlier this year, had also reported softer ⁠demand in major markets, including the U.S.

Brown-Forman expects annual ​organic net sales to be flat and organic operating ​income to decline between 3% and 5%.

The forecast reiteration is not "totally unsurprising," although investor skepticism is expected, especially within the context CEO Lawson Whiting's planned retirement, RBC Capital Markets analyst Nik Modi said.

The company's quarterly sales declined 1% to $911 million, below analysts' average estimate ‌of $914.9 million, according to data compiled by LSEG.

Traditional spirits companies are now increasingly relying on flavored products, ready-to-drink cocktails and other innovations to attract consumers, ⁠particularly those who seek convenience and value.

While Brown-Forman's whiskey sales were flat, its ready-to-drink portfolio posted a 20% increase in net sales. Its shares rose about 4%.

The company earned 38 cents per share, slightly above the estimate of 37 cents.

Quarterly gross margin expanded 40 basis points, driven by lower costs, especially in advertising, and the end of its long-running sales and distribution relationship with Korbel California Champagnes.