Brown-Forman brands target Gen X

Chura, Hillary
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p33
Trade Publication
This article reports on the advertising spending of Brown-Forman Corp. in 2000. The company will boost 2000 advertising spending by double digits for the fourth consecutive year as it looks to sophisticated, free-spending generation Xers to fuel sales of its Jack Daniel's, Finlandia and Southern Comfort brands. The bulk of the estimated 10% increase in spending planned for 2000 will go toward keeping Jack Daniel's and Finlandia on their strong growth tracks, and Brown-Forman also will intensify its attention on Southern Comfort, repositioning the liqueur as a high-end brand. The U.S.' sixth-largest spirits company expects its global marketing budget for spirits and wines to top $240 million in 2000. Of last year's $220 million budget, about 20% was devoted to the U.S. Jack Daniel's and Finlandia got the biggest shares.


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