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Jack Daniel's Can Toast Its Gains But Still Have Regrets: Gadfly

Published on Sep 1 2017 10:30 AM in Drinks tagged: Brown Forman / Constellation Brands / Herradura / Jack Daniel

Jack Daniel's Can Toast Its Gains But Still Have Regrets: Gadfly

Brown-Forman's controlling family and management may feel vindicated by the whiskey company's first-quarter results posted on Wednesday morning. It doesn't change the fact that they may have missed a good opportunity for a buyout.

The maker of Jack Daniel's returned to growth on a GAAP basis in the period ended July 31, aided by a surge in sales to emerging markets, as well as the strong performance of its Woodford Reserve whiskey and Herradura tequila brands. Brown-Forman also raised its earnings projection for the remainder of the fiscal year as it launches Jack Daniel's Tennessee Rye and continues to emphasise ready-to-drink beverages.

It's a way for management to say, see, we're still growing nicely - even as, by its own admission Wednesday, the competition intensifies in developed markets and emerging-market economies remain volatile.

It was reported in May that liquor-and-beer giant Constellation Brands approached Brown-Forman about an acquisition, but Brown-Forman wasn't interested in selling itself. Chairman Geo. Garvin Brown IV, a descendant of the company's founder, quickly released a statement with longtime CEO Paul Varga (who started as an intern in 1986) that shut down any speculation of a deal:

For nearly 150 years, the company and the Brown family have been committed to preserving Brown-Forman as a thriving, family controlled, independent company. That commitment is unchanged.

It's the family's prerogative, and minority investors certainly shouldn't hold out hope for any deal now or in the future. But considering where Brown-Forman's share price shot up to on the May speculation, where the shares trade now and where analysts see them heading, they may have missed the boat to sell at the top -- and to a buyer known to be willing to preserve a brand's culture. It's the same reason I've said Jim Koch should consider selling Boston Beer Co. to Constellation Brands.

Constellation has plenty of other deal options and its own stock hit a record high Wednesday. But Brown-Forman may not be able to keep this growth up or command such a rich takeover premium again. Food for thought.

This column does not necessarily reflect the opinion of Bloomberg LP and its owners.

News by Bloomberg- edited by Hospitality Ireland

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