By Edward Cone  |  Posted 2003-04-17 Print this article Print

Jack Daniel's bourbon touts an old-fashioned style, but deft marketing and distribution keep the company off the rocks.

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Brown-Forman Base Case

Headquarters: 850 Dixie Highway, Louisville, KY 40210

Phone: (502) 585-1100

Business: Maker of liquor including Jack Daniel's and Southern Comfort; wines including Fetzer and Bolla labels; Hartmann luggage and Lenox china

Chief Information Officer: Paul Gross

Financials: $2.3 billion in revenue and $238 million in net income for 12-month period ended Jan. 31

Challenge: Modernize distribution and warehouse systems; maintain brand image for Jack Daniel's while using Web-based marketing and other forms of computer support

Baseline Goals:

  • Increase market share of Jack Daniel's whiskey by 4 percentage points over five years
  • Reduce from 145 to 33 the number of trucking companies used to distribute products
  • Improve on-time delivery of spirits from 50% to 80%

Senior Writer and author of the Know It All blog

Ed Cone has worked as a contributing editor at Wired, a staff writer at Forbes, a senior writer for Ziff Davis with Baseline and Interactive Week, and as a freelancer based in Paris and then North Carolina for a wide variety of magazines and papers including the International Herald Tribune, Texas Monthly, and Playboy. He writes an opinion column in his hometown paper, the Greensboro News & Record, and publishes the semi-popular EdCone.com weblog. He lives in North Carolina with his wife, Lisa, two kids, and a dog.

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