In June 2019, Brown-Forman entered the gin category with the acquisition of The 86 Company, creator of Fords Gin. The global drinks company is looking to expand the brand into the likes of Germany, Spain, the UK, Brazil and Australia to further drive growth. In an interview with The Spirits Business, Maureen Brekka, senior vice‐president and managing director of Brown‐Forman’s global emerging brands division, details what led the company to invest in Fords Gin in the first place and the other portfolio gaps they might look to fill in the future.
Source: The Spirits Business, July 2020