Responsible Marketing
We provide quality products to be enjoyed by consumers of legal drinking age. However, our message has always been clear that our brands should be enjoyed in moderation. We have imposed strict guidelines to make sure we reach adult audiences of legal drinking age in our advertising and will continue to measure and hone these guidelines as necessary. We believe that by doing so, we build consumer confidence in our brands. We are proud to have excellent examples of our responsible marketing values in action.
As we build brands around the globe, it is important to provide clear and consistent guidance to all employees and agencies about our standards for responsible advertising, marketing and promotion.
Brown-Forman Marketing, Advertising and Promotion policy
We are proud to have excellent examples of our responsible marketing values in action.
Jack Daniel's
Jack Daniel's is leading the pack on incorporating responsibility messaging into everything it does. A great example of this philosophy in action is the Jack Daniel's Racing sponsorship that bears the "Pace Yourself. Drink Responsibly." message.
All of our brand advertisements contain responsibility messaging. We keep these messages true to the voice of our brands while still making the point that our brands should only be enjoyed in moderation. For example:
"Start and end things right. Drink responsibly." - Southern Comfort
"Keep your judgment pure. Drink responsibly." - Finlandia
"Drink it, love it, know when to stop." - Virgin Vines
"The best Times are enjoyed responsibly." - Early Times