Despite tequila sales that declined 12%, Brown-Forman CEO Lawson Whiting highlighted newer portfolio additions as key growth drivers during the company's fiscal 2025 earnings call. Gin Mare, acquired in 2022, showed 1% organic growth despite facing challenges in Italy during a distribution transition.
Diplomático rum delivered double-digit growth driven by France, Germany, and travel retail, positioning itself as the world's third-largest super-premium rum by value. The Venezuelan brand, acquired in January 2023, operates in over 100 countries.
Innovation also remains a priority with Jack Daniel's Tennessee Blackberry launching this summer and two New Mix flavors (Paloma and Cantarito) expanding the successful RTD brand that grew 13% and surpassed 11 million cases.