Brown-Forman CEO Lawson Whiting to retire
The CEO and president of Brown-Forman, Lawson Whiting, will retire upon the appointment of a successor after nearly 30 years at the Jack Daniel’s owner.
Whiting, who also serves as president of the Louisville-based company, took on the chief executive officer (CEO) hot seat in 2019, succeeding Paul Varga after his retirement at the end of the previous year.
Whiting started at Brown-Forman in 1997.
“It has been the privilege of a lifetime to lead Brown‑Forman,” Whiting shared in a statement.
“From my earliest days with the company to my time as CEO, my tenure has been defined by the extraordinary people I have worked alongside. We are entering this transition from a position of strength.
“Brown‑Forman has principled leadership, a foundation of iconic brands, and a global team with immense depth and talent. I have every confidence that the succession process will surface the right leader for Brown‑Forman’s next generation of growth, and I look forward to supporting a seamless handoff that ensures our momentum never wavers.”
The search for his successor is now under way and is being led by the company’s Corporate Governance and Nominating Committee, and chaired by Tracy Skeans. The process will consider both internal and external candidates.
Whiting will remain in an advisory role for a period of time after his successor is found to ensure a smooth handover.
Brown-Forman reiterated its guidance for its fiscal 2027 of flat organic sales. The company also posted flat organic revenue in fiscal 2026.
Its Tequila brands have struggled in recent times, while Canada’s ban on American spirits has also hampered sales for the company.
The first half of the year saw Brown-Forman at the centre of a tug of war between Sazerac and Pernod Ricard. The situation culminated in merger talks with Pernod breaking down, while a takeover bid from its fellow Kentucky spirits producer Sazerac was allegedly rejected.
In May, Brown-Forman named four new distributors across 11 US control states. In June, it then confirmed that whiskey production at its Irish distillery Slane has been paused.
‘An era of macro challenges and change’
Whiting’s tenure at Brown-Forman was recognised by chairman Marshall B Farrer, who thanked the president and CEO in a statement.
“On behalf of the board and the Brown family, I want to thank Lawson for his nearly 30 years of dedication to Brown‑Forman,” Farrer said.
“Lawson has been a steadfast steward of founder George Garvin Brown’s vision – leading this company through an era of macro challenges and change with a clear and consistent vision for building the most premium portfolio in the industry and ensuring there was nothing better in the market.
“Under Lawson’s leadership, Jack Daniel’s extended its presence into new international markets and categories, Woodford Reserve grew into the world’s leading super-premium American whiskey, and our founding brand, Old Forester, tripled in volume and increased net sales six-fold over the last decade.
“Today, Brown‑Forman’s portfolio is one of the most respected in the global spirits industry. The board is deeply grateful for his leadership and his commitment to the people and brands of Brown‑Forman.”
Search for next CEO
Farrer also addressed Brown-Forman’s search for a new CEO and president, but did not provide a date for when the company expects to name a replacement.
He said: “We appreciate Lawson giving us ample notice of his decision to retire, as it allows the Board the opportunity to conduct a robust review of both internal and external talent. As we begin our search pursuant to our succession process, we do so with confidence in our business, our people, and our opportunities to create long-term value for all Brown‑Forman stakeholders.
“Lawson will continue to advance our strategic and operational priorities, including expanding our geographic footprint, building brands that resonate with consumers, and enhancing operational efficiency, while the board conducts the succession process.”
Wolf Pen Branch, which represents a controlling interest in Brown‑Forman, added: “We are confident in the competitive position and financial strength of the business and in the Board’s process under way to identify the next CEO to capitalise on growth opportunities for Brown‑Forman.”
Whiting’s decision to step away is the latest in a long line of CEO changes at the world’s biggest spirits companies over the past 18 months. In December, we looked at 10 of 2025’s biggest leadership shake-ups.
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