Jack Daniel’s Beats Alcohol Sales Downturn With A Blackberry Flavor

BreakingBusinessBreaking NewsJack Daniel’s Beats Alcohol Sales Downturn With A Blackberry FlavorByZachary Folk,Forbes Staff. I cover breaking news.Follow AuthorJun 04, 2026, 12:24pm EDTToplineJack Daniel’s Tennessee Whiskey, one of the most iconic brands of American whiskey, is declining in sales as alcohol consumption continues to drop, according to fiscal year 2026 fiscal results posted on Thursday by owner Brown-Forman, but whiskey sales overall are still up thanks in part to the launch of a new blackberry flavor, as well as continued growth for its more premium Woodford Reserve brand.Jack Daniel’s maker Brown-Forman said it expected sales to remain flat going into the next fiscal year.Getty ImagesKey FactsNet sales in the U.S. fell by 7%, driven by the end of Brown-Forman’s relationship with Korbel Champagne Cellars, the company said, and due to “lower volumes” of sales for the primary Jack Daniel’s whiskey.Jack Daniel’s depletions, the metric used in the beverage industry to measure consumer demand, fell 3% compared to the last year, while organic net sales also declined about 4%, according to the company's most recent fiscal report.However, net sales for whiskey products overall still grew organically by 1%, driven by the launch of Jack Daniel’s Tennessee Blackberry and growth of Woodford Reserve bourbon.Brown-Forman’s pre-made alcoholic beverages also reported rising demand and net sales, primarily driven by the company’s New Mix brand in Mexico, while Jack Daniel’s ready-to-drink cocktails declined in net sales by about 5%.Brown-Forman’s total net sales still rose by about 2% to $912 million—beating analyst expectations of $879.9 million, the Wall Street Journal reported.The company said it expected sales to remain about flat going into 2027. if (!window.cnxel) { window.cnxel = {}; window.cnxel.cmd = []; var iframe = document.createElement('iframe'); iframe.style.display = 'none'; iframe.onload = function() { var iframeDoc = iframe.contentWindow.documen...