Brown-Forman President Looks Back at Successful Pandemic Strategies
Brown-Forman reached a milestone of 150 years in 2020, but the pandemic left little time to celebrate. John Hayes, President of U.S. and Canada for Brown-Forman, revealed that the company had to move quickly to reassess things like size formats and channels last year.
“We redeployed resources, people and dollars from the on-premise to the off-premise and e-premise channels,” explained Hayes. “Which had an added benefit of cross-functional development for many of our employees.”
Brown-Forman also adapted by transitioning all of their event activation and on-premise events to a virtual setting in order to maintain their connection with consumers. “We leveraged our brand ambassadors, master distillers and master tasters, and provided opportunities to tell our brands stories, share the art of making cocktails, and developed many more friendships with consumers,” said Hayes.
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