Community Involvement

Brown-Forman and our employees play an important role in the communities where we do business. We strive to be a leading corporate citizen in our hometown of Louisville, Kentucky, and active in other places around the globe. Nearly 85% of our community investment is in Louisville because of our long history and deep roots. Our commitment to Louisville is a chance to make a profound and deep impact close to home. As a significant employer in the area, we’re deeply invested in helping to make Louisville a robust, dynamic city to live, work, and raise families in. We are also heavily involved in other communities critical to the company and our employees, especially in Lynchburg, Tennessee where all of our Jack Daniel’s whiskey is made and Amatitán, Mexico where we have our Casa Herradura distillery.

We give back because it’s good for our communities, our employees, and our business—and because it meets the critical needs of our neighbors. We donate our time, talents, and treasure (cash contributions) to support organizations focused on arts and culture, social welfare, environment, youth and education, and other specific areas determined by local needs.

Over the last six years, we’ve gone more global with our “hometown pride,” establishing a multi-local global giving program to engage all Brown-Forman employees in civic outreach wherever they are. Globally, each regional office has a Civic Engagement Committee to determine the best way to allocate their budgets to match local community needs.

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.

Helping the Homeless in Canada

Our employees give to causes that relate to their personal passions by lending their professional expertise. Brad Fletcher, Brown-Forman’s Managing Director in Canada, developed a partnership with Hockey Helps the Homeless, a charitable organization that offers amateur hockey players a chance to play tournaments with National Hockey League pros and Olympic Gold-Medalists. The events raise money for the homeless in Canada.

Brad joined the Executive Steering Committee of Hockey Helps the Homeless last year and has made a lasting impression through his leadership in planning the 2014 tournament in Markham, Ontario. He leveraged his business partnerships at Brown-Forman, by connecting Hockey Helps the Homeless with The Hive, one of our suppliers, to launch a new Sponsorship Strategy. The event was a huge success, surpassing the sponsorship commitment of any other event this year—and helping the estimated 250,000 homeless individuals in Canada.

Bringing Service Members Home for the Holidays

For the fourth consecutive year, Jack Daniel’s and Armed Services YMCA teamed up to raise funds for Operation Ride Home, a campaign to help service members travel home to spend time with their families for the holidays. Jack Daniels donated $100,000 to kick-off and promote the campaign. The donations are allocated by Armed Services YMCA to junior enlisted service members across the country who have financial needs. Brown-Forman employees also donated airline miles to the campaign to support these efforts.

What began as a local effort led by Jack Daniel’s at the Armed Services YMCA in Fort Campbell, Kentucky has grown into a national campaign. We are proud to lead this effort that brings families together during the holidays and supports service members nation-wide.