Brown-Forman

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“we are not thinking really we're going to cut back based on the suppliers, the supply chain challenge.”Lawson E. Whiting · 2022 Q2 · transcript

“And so the media spend has increased significantly in our industry, but it's still the right thing to do and I think longer term, we like the rebalanced of how we're spending the money.”Lawson E. Whiting · 2021 Q3 · transcript

“We look at what we've spent this year, we spent a lot more in digital, we're up 100% year-to-date in digital media spend, and that is cognizant of where the consumer is and where they're watching whatever they're getting or mobile device they have in their hand and how they are…”Jane C. Morreau · 2021 Q3 · transcript

What the 10-K says about marketing

• investing in brand “These platforms cover a wide spectrum of activities, including media advertising (TV, radio, print, outdoor, digital, and social), consumer and trade promotions, sponsorships, and visitors’ center programs at our distilleries. We aim to grow our sales and profits by consistently…” 10-K, Jun 12, 2026
• investing in brand “Brown-Forman’s inclusion strategy is a core component of our talent management and brand-building efforts. We believe that an inclusive environment is essential for attracting elite talent and fostering the innovative thinking required for global growth. In fiscal 2026, we…” 10-K, Jun 12, 2026

In the news

• How Jack Daniel's, Jim Beam are racing to capture Formula 1 fans | Exclusive The Courier-Journal · Sep 28, 2026 · sponsorship
• In pictures: Southern Comfort targets selfie generation with sampling campaign Campaign UK · Sep 27, 2026 · campaign

Peers