Alcohol Responsibility

Promoting responsible consumer enjoyment of our brands and reducing alcohol abuse and misuse is fundamental to Brown-Forman and is essential to our purpose of enriching the experience of life. As one of the largest American-owned spirits and wine companies and one of the top 10 global spirits companies, we have a strong interest in contributing to a culture of responsible consumption, which we take very seriously. It is in the interest of our business, and of society, that we play an active role in encouraging responsible alcohol consumption.

Beverage alcohol, consumed in moderation, can make social occasions more enjoyable. However, when consumed irresponsibly, in excess, or by people susceptible to addiction, alcohol can lead to damaging consequences for individuals, their families, and our communities. Our work to support a culture of alcohol responsibility extends from our own employees to our customers, consumers, business partners, stakeholders, and society at large.

Our tradition of leadership in alcohol responsibility began 75 years ago when Owsley Brown I founded what is now the Distilled Spirits Council of the United States (DISCUS), a trade association committed to responsibility. Today Brown-Forman continues to build on this legacy through our alcohol responsibility strategy with four components:

  • Industry collaboration and thought leadership
  • Practicing responsible marketing
  • Reducing alcohol related harms
  • Promoting responsible drinking.

Download our full Corporate Responsibility Report 2015-16


Our commitment to corporate responsibility is anchored in our culture and values, but we can better achieve our purpose of enriching life by leveraging the expertise and capabilities of others. Local partnerships make a difference in communities and can scale up to address social and environmental problems more widely.


We actively engage stakeholders – from employees and community members to governments and non-profit organizations – in our corporate responsibility efforts. The case studies below highlight our work in action and demonstrate how we are having a positive impact and enriching life for generations to come.

El Jimador Teams Up with Portland Timbers

El Jimador partnered with the Oregon Bartenders Guild and the Oregon Liquor Control Commission to promote responsible drinking to Major League Soccer (MLS) fans in Oregon. Portland Timbers fans participated in a contest, voting for the official mocktail of the Timbers 2015 MLS season.

“As the official sponsor of the MLS, we are proud to be part of the mocktail contest to promote responsible drinking,” said Mark Grindstaff, Group Brand Director for Brown Forman Tequilas. “Mocktails provide a responsible solution to those looking to drink in moderation.”

The winning mocktail, The Timber Tantrum, is available at all Portland Timbers home games in 2015.

Live Free and Host Responsibly

In partnership with the New Hampshire Liquor Commission (NHLC), Brown-Forman launched a year-long campaign focused on educating restaurant and lounge owners throughout the state about responsible alcohol service and consumption. The Live Free and Host Responsibly campaign maintains a website full of resources that emphasize responsible consumption, including how to serve responsibly yet profitably, how to tell when a customer has been overserved, and downloadable cocktail and mocktail recipes. During Alcohol Awareness Month this year, the NHLC Enforcement Division led training sessions for restaurant owners, managers and servers, as well as driver education courses emphasizing alcohol responsibility for the general public.