The 2024 TFWA World Exhibition and Conference was the first for Nick Mogford as VP, Director Global Travel Retail, for Brown-Forman, but Mogford has a long familiarity with the channel going back more than a decade. While he took over his new role on August 1, Mogford first joined Brown-Forman in 2012 and has served in a variety of leadership roles across Brown-Forman’s GTR business before taking over the role of Vice President, International Key Account Director, in 2020.
In Cannes, Travel Markets Insider’s Michael Pasternak met with Mogford to discuss Brown-Forman’s evolving spirits portfolio which has taken a few more steps on its premiumization journey, its emergence as a multi-category, premium spirits company, and Brown-Forman’s leadership role in the American whiskey category.
“Brown-Forman GTR looks back on a very successful fiscal year (May 2023 till April 2024),” Mogford tells TMI. The company continued its year-on-year growth against a high comparison in the same period the prior year, with reported net sales up by 8% (+6% organic) propelled by the super-premium American whiskey portfolio. “Woodford Reserve and the launch of Jack Daniel’s American Single Malt were the largest contributors to growth in the channel,” he added.
Brown-Forman’s travel retail results have not started off in the best light in first quarter FY 2025.
“The Travel Retail channel’s net sales declined 11% (-8% organic) driven by lower volumes of Jack Daniel’s super-premium expressions and Woodford Reserve, as well as the Finlandia divestiture. The decline was partially offset by growth from Diplomático,” said Mogford.
Nevertheless, he says that the business in the Americas is performing extremely well, with strong growth coming from a number of channels, including airports, cruise and in-flight.
“From a brand perspective, our American Whiskey portfolio, driven by Jack Daniel’s and Woodford Reserve, continues to drive growth across the category, with an increasing focus on value, as much of our innovation in recent years has been in the super premium+ areas. We also see strong potential for our new brand, Ron Diplomático, across the region.”
Mogford sees the Americas as a strong growth opportunity for Brown-Forman, and it will continue to be a focus region for its brands.
A Changing Portfolio
Brown-Forman has spent the past few years reshaping its spirits portfolio, enabling the company to play in new categories.
In November 2022, Brown-Forman purchased Gin Mare. In the beginning of 2023, Brown-Forman completed the acquisition of Ron Diplomático, giving the company an entry into the growing super-premium+ rum category. In November 2023, Brown-Forman sold Finlandia Vodka.
These purchases and sale have given Brown-Forman a stronger portfolio in important categories in GTR, says Mogford.
“We of course have an exceptional business in the American Whiskey sector, leading with Jack Daniel’s, but our portfolio has evolved significantly over recent years, and we now have a strong presence in most of the key growth categories in GTR. Brown-Forman is now a multi-category, premium spirits company, and this is what will take us to the next level. We see huge potential in our recent acquisitions – Gin Mare and Ron Diplomático – and are excited to see their evolution in the travel retail channel,” he says.
“Our strategy in this channel is in line with the direction of our global strategy: the further development of our super premium portfolio with a focus on our flagship Jack Daniel’s, Woodford Reserve and our Scotch single malts as well as the driving growth for our latest acquisitions Ron Diplomático and Gin Mare.”
Brown-Forman’s emerging brands portfolio, which includes brands such as The Glendronach, Benriach, Glenglassaugh, Slane, Fords Gin, as well as Gin Mare, and Diplomático, represents the company’s next generation of growth, says Mogford.
“Through strategic portfolio reshaping, we will unlock new occasions and reach new consumers at premium price points in high-growth categories. With the addition of Gin Mare and Ron Diplomático, Brown-Forman owns one of the top five brands globally in two strong growth categories: ultra-premium gin and ultra-premium rum.”
American Whiskey experts
While Brown-Forman has been working to become a more complete spirits company, its history and expertise has long been in American whiskey.
“Jack Daniel’s has been crafted in Lynchburg, Tennessee, for over 150 years. We continue to showcase our whiskey-making credentials through limited editions and new permanent expressions, such as the newest member of the Bonded series, Jack Daniel’s Bonded Rye,” says Mogford.
“Woodford Reserve is the number-one super-premium American whiskey in the world and is accelerating its geographic expansion (IWSR 2023). Now, we are setting our sights on this brand even higher, with an ambition to become one of the top 10 super-premium spirit brands worldwide. Woodford Reserve launched in the U.S. in 1996, and the U.S. remains our most developed market for this brand. Global Travel Retail continues to introduce Woodford Reserve to consumers worldwide, and we are using this groundwork to extend the brand into international markets.
“Innovation is at the core of Woodford Reserve’s journey. Our Double Oaked expression, launched in 2012, has grown to be the third-largest ultra-premium American whiskey by volume in the world. The brand’s most premium offerings, including Woodford Reserve Batch Proof and Woodford Reserve Master’s Collection, were important drivers of reported net sales growth in fiscal 2024.”
Brown-Forman has also been emphasizing its Scotch whisky portfolio for its brands Benriach, The Glendronach, and Glenglassaugh.
“Benriach, The Glendronach, and Glenglassaugh are examples of our successful portfolio reshaping over the past decade — and our ability to stay current and relevant with well-established brands,” says Mogford.
“Due to focused efforts over the past eight years, Glenglassaugh is becoming a standout performer. Awareness and prestige of the brand among whisky connoisseurs is growing, with Glenglassaugh Sandend being named Whisky Advocate’s 2023 Whisky of the Year.”
Brown-Forman launched Benriach 50 Years Old, the oldest-ever expression of Benriach, at the TFWA Singapore in May 2024. The company followed in July 2024 with the launch of GTR exclusive Glenglassaugh 49 YO from the luxurious Serpentine Coastal Cask Collection.
Mogford tells TMI that Brown-Forman has emerged from the pandemic in a better place and is well-positioned with the right portfolio to succeed in global travel retail.
“The pandemic was a hugely challenging time for the entire industry, but it certainly taught us to be more agile and adaptable, which will undoubtedly help us to better navigate future challenges. It also fostered stronger collaborations with partners across the industry, demonstrating the unique nature of Global Travel Retail as a channel. It increased reliance on data analytics and has allowed for more personalized customer experiences,” says Mogford.
“Ultimately, we are more resilient as a result of what we went through, and we certainly take nothing for granted in this channel.
“Our business in GTR has fully recovered since the global pandemic, and despite some recent volatility, we are confident that we have the right strategy in place to continue that growth trajectory in the coming months. We continue to implement our super premium strategy, led by our premium plus American Whiskey portfolio and also see huge potential in the channel for our two new brands, Gin Mare and Diplomático. We are excited about what lies ahead.”
