BrownBy Edward Cone | Posted 2003-04-17 Print
Jack Daniel's bourbon touts an old-fashioned style, but deft marketing and distribution keep the company off the rocks.-Forman Base Case">
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
- 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%
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