Jack Daniel’s Maker Beats Sales Expectations on the Back of Blackberry Whiskey

(Photo: Jack Daniel’s)

A blackberry-flavored version of Jack Daniel’s helped its parent company deliver better-than-expected sales, even as executives warned that consumers remain cautious about spending.

According to Reuters, parent company Brown-Forman on Thursday reported fourth-quarter sales of $912 million, topping Wall Street expectations of about $880 million. The company said strong demand for its premium spirits portfolio, particularly Jack Daniel’s Tennessee Blackberry, helped drive the results.

The earnings report arrives during a difficult period for the spirits industry, which has been grappling with slowing demand, inflation pressures and shifting consumer habits.

Despite the sales beat, Brown-Forman struck a cautious tone about the year ahead.

“We anticipate the operating environment for fiscal 2027 to remain challenging,” the company said, according to Reuters, pointing to macroeconomic pressures, geopolitical instability and softer alcohol consumption.

Brown-Forman, which also owns Herradura Tequila, Old Forester and Woodford Reserve, forecast organic sales for fiscal 2027 to remain roughly flat, similar to its expectations for fiscal 2026.

Investors nevertheless welcomed the sales performance. Shares rose about 3% in morning trading following the results, Reuters reported.

The earnings release marks Brown-Forman’s first quarterly report since the company rejected a reported $15 billion acquisition offer from Sazerac and publicly ended merger discussions with French spirits giant Pernod Ricard.

The company is also continuing a restructuring plan announced last year that includes cost-cutting measures and workforce reductions.

While revenue exceeded expectations, profits were pressured by higher expenses. Brown-Forman reported quarterly earnings of 12 cents per share, down 62% from a year earlier and below analyst forecasts. Selling, general and administrative expenses increased by about 34% during the quarter, up to $259 million.

Still, the strong performance of Jack Daniel’s Tennessee Blackberry provided a bright spot at a time when many alcohol companies are struggling to reignite growth.

The flavored whiskey, introduced as an extension of the Jack Daniel’s brand, has emerged as one of the company’s strongest-performing recent product launches and helped lift overall sales above analyst estimates, according to Reuters.