Supply Chain Research

Brown-Forman reported fiscal second quarter revenues that fell 0.4% on a year earlier. The distiller’s COO, Lawrence Whiting, has stated that “if not for tariffs” the firm would have delivered a high single digit percentage growth. The company “chose to largest absorb” tariffs in the name of maintaining market share. It’s not just Brown-Forman’s Jack Daniels whiskey that has faced higher tariffs from the EU and other countries in retaliation for America’s steel and aluminum duties. Total U.S. whiskey exports to the EU rose 11.7% in the three months to Sept. 30. That came at the expense o...