Net sales increased by 2% to $1.1 billion in 2025 at Brown-Forman, the corporation that owns brands including Jack Daniel’s, el Jimador Tequila and Gin Mare. 

Within this, net sales for whiskey products increased by 2%, which the company said was led by innovation. 

The launch of Jack Daniel’s Tennessee Blackberry and Jack Daniel’s Tennessee Apple saw success. Meanwhile, classics like Jack Daniel’s Tennessee Whiskey and Jack Daniel’s Tennessee Honey saw a slight decline. 

Interestingly, net sales for the tequila portfolio decreased by 6%, despite the general consumption of tequila increasing. The corporation said that this was due to a competitive category. 

Sales of Herradura Tequila dipped by 11%, led by lower volumes in the US, and likewise el Jimador’s net sales were down by 3%. 

In line with industry trends, the RTD portfolio increased in sales by 8%, fuelled by market share gains in Mexico and new product launches in the US. 

Despite this, the Jack Daniel’s RTD portfolio declined by 3%, driven by the absence of American-made beverage alcohol across many Canadian provinces. 

The rest of the portfolios in the company declined by 34%, partially offset by bright spots of growth, including double-digit increases for Gin Mare and Diplomático. 

Looking forward to fiscal 2026, Brown-Forman said that it anticipates a challenging operating environment due to macroeconomic and geopolitical volatility. 

Despite the success in fiscal 2025, it said that it expects an organic net sales decline in the low single-digit range. 

On the year, president and CEO Lawson Whiting, said: “I am pleased that our performance remains consistent with our fiscal year expectations, even as we navigate a challenging operating environment. 

“Our team’s resilience, along with our strong balance sheet and healthy free cash flow, continue to be sources of strength and allow us to reiterate our full-year guidance.”