dcsimg
 
 

Brown

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.

-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

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%


<123
 
 
 
 
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.
 
 
 
 
 
 
 
 
 
 
 

Submit a Comment

Loading Comments...
eWeek eWeek

Have the latest technology news and resources emailed to you everyday.

By submitting your information, you agree that baselinemag.com may send you Baselinemag offers via email, phone and text message, as well as email offers about other products and services that Baselinemag believes may be of interest to you. Baselinemag will process your information in accordance with the Quinstreet Privacy Policy.

Click for a full list of Newsletterssubmit