A Strategic Audit of Brown-Forman

Authors

• Joshua Rossman, University of Nebraska-LincolnFollow
• Carter Mann, University of Nebraska-LincolnFollow
• Maris Grabill, University of Nebraska-LincolnFollow
• Joe Meath, University of Nebraska-LincolnFollow
• Gavin Pokorny, University of Nebraska-LincolnFollow

First Advisor

Tammy Beck, Department of Management

Date of this Version

5-2026

Document Type

Thesis

Citation

Grabill, M., Mann, C., Meath, J., Pokorny, G., Rossman, J. 2026. A Strategic Audit of Brown-Forman. Undergraduate Honors Thesis. University of Nebraska-Lincoln.

Abstract

Brown-Forman is a global spirits company with products sold in more than 170 countries. Known for brands such as Jack Daniel’s, Woodford Reserve, and Herradura, Brown-Forman’s history spans back over 150 years. Much of its success comes from thoughtful brand stewardship and a long-term approach to growth. The company operates in the highly competitive distilleries industry, where strong brand identity and premium positioning are key to performance.

This strategic audit reviews Brown-Forman’s development, leadership, business model, and guiding mission, as well as its external environment and internal capabilities. It also considers performance, competitive dynamics, business-level and corporate-level strategies, governance, and organizational controls. The company’s focus on premiumization, product innovation, and global expansion reflects a strategy centered on strengthening brand equity while adapting to changing consumer preferences.

Brown-Forman operates in an industry shaped by evolving consumer behavior, economic pressures, and regulatory changes. Inflation, tariffs, and shifts in alcohol consumption present risks, yet Brown-Forman continues to rely on its strong brand portfolio and disciplined management to maintain its position in an ever-changing industry.