BF-B · News · 20260903N

Market Demand Trends

BROWN FORMAN CORP · 2026-09-03 · Importance 23 · Surprise 24

Brown-Forman said alcohol demand in developed markets is likely to remain weak through fiscal 2027, with U.S. consumers becoming more cautious and health-conscious behavior and GLP-1 use also weighing on consumption. Demand has softened in Germany, France and the UK, while the CEO described the U.S. business as improving slowly after bottoming around December to January. He pointed to NABCA and Nielsen data as showing signs of improvement.

Key facts

• Brown-Forman said alcohol demand in developed markets is likely to remain weak through fiscal 2027. source