Brown-Forman changes marketing leadership, closes cooperage

Brown‑Forman Corporation announced a series of strategic initiatives to position the company for continued growth in the dynamic global spirits market.

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Brown-Forman changes marketing leadership

Brown‑Forman Corporation announced a series of strategic initiatives to position the company for continued growth in the dynamic global spirits market.

The company has restructured its executive leadership team, appointing Jeremy Shepherd as its Chief Marketing Officer. He previously led the company’s USA and Canada commercial division. Michael Masick has been named President of the Americas. He will continue leading the commercial division for Mexico, South and Central America, and the Caribbean. While Yiannis Pafilis will act as the President of Europe, Africa, Asia Pacific region, GTR, Chris Graven will join as Chief Strategy Officer.

Additionally, Brown‑Forman has cut down its workforce of 5,400 employees by approximately 12% with an aim to enhance operational efficiency and agility. The company has also decided to shut down its Louisville-based barrel-making operation by April 25, 2025, impacting approximately 210 hourly and salaried employees which is part of the overall 12% workforce reduction.  Moving forward, Brown‑Forman will source barrels from an external supplier to ensure a steady supply of the same high-quality barrels at a competitive price.

 “I want to express my sincere gratitude to our employees, particularly those impacted by these changes, for their dedication and contributions to Brown‑Forman. We are committed to supporting them through this transition,” said Lawson Whiting, President and CEO of Brown-Forman.

According to the company, these steps will help in accelerating growth across its brands, business, and workforce, including consolidating and streamlining its commercial structure to leverage greater synergies and effectiveness in its markets.

Collectively, these steps are projected to save approximately $70 million-$80 million on an annual basis, a portion of which is expected to be reinvested in capabilities, technologies, brands, and people that will drive future growth. In addition, the company will receive more than $30 million in proceeds in connection with the sale of the cooperage assets. The company expects to incur approximately $60 million-$70 million in aggregate charges for severance and related costs associated with the workforce reduction and cooperage closing. “Today’s announcement will ensure we have the structure and teams in place to continue on this path, while also making investments that we believe will facilitate growth for generations to come,” added Whiting.