Brown-Forman names next CFO
Jack Daniel’s owner Brown-Forman has appointed a new chief financial officer (CFO) in Jim Peters, who will also serve as the firm’s executive vice-president.
Peters comes from a background outside of the drinks industry, where he most recently held the role as executive vice-president at Whirlpool, an American multinational home appliance marketer and manufacturer.
Of hiring Peters for the role, Brown-Forman president and CEO Lawson Whiting called him a “seasoned financial leader who brings a proven track record of driving operational discipline and resilience through complex global cycles”.
“His expertise in navigating margin pressures and volatile consumer demand across North America, Europe, and Asia will be invaluable as we navigate today’s macroeconomic headwinds,” Whiting said.
“Beyond his technical depth, Jim is a values-based leader with a strong commitment to developing the next generation of talent.”
Peters will begin as CFO from 31 March, succeeding Leanne Cunningham, who will retire effective on 1 May.
Cunningham announced last August that she would be retiring after more than three decades at the firm. She became Brown-Forman CFO in July 2021.
Peters joined Whirlpool in 2004 and has served across a variety of roles at the company, including vice-president, corporate controller, and chief accounting officer, as well as CFO of its North America operations where he managed more than 300 people and presided over strategic planning, budgeting and forecasting.
Prior to Whirlpool, he held management positions at Limited Brands and Ernst & Young.
On moving into drinks with Brown-Forman, he said: “I am honoured to join Brown‑Forman, a company with such a rich heritage and iconic portfolio of brands.
“I look forward to working with Lawson and the entire team to build upon the company’s strong foundation and to continue delivering sustainable value for our shareholders and stakeholders worldwide.”
For the first nine months of its fiscal 2026 year, US drinks firm Brown-Forman saw net sales fall by 2% to US$3 billion.
The group’s CEO said the ban on US-made alcohol in Canada had “the most significant impact” on organic sales.
Whiting has also recently outlined which brands in Brown-Forman’s portfolio can drive the group’s value growth over the next decade, with strong confidence shown in Woodford Reserve.
In other Brown-Forman news, the company will end its partnership with Pabst Brewing Company in July, a move that will bring production of its malt-based canned cocktails in house.
The company is also eyeing Mexico for ready-to-drink (RTD) growth.
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