UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
Form 8-K
Current Report
Pursuant to Section 13 or 15(d) of The Securities Exchange Act of 1934
Date of Report (Date of
earliest event reported): August 27, 2002
Brown-Forman Corporation
(Exact name of registrant as specified in its charter)
Delaware 1-123 61-0243150
(State or other (Commission (I.R.S. Employer
jurisdiction of File Number) Identification No.)
incorporation)
850 Dixie Highway, Louisville, Kentucky 40210
(Address of principal executive offices) (Zip Code)
Registrant's telephone number, including area code (502) 585-1100
Item 9. Regulation FD Disclosure
On August 27, 2002, Brown-Forman Corporation (BFC) issued a press release
announcing a new strategic direction for its beverage organization. A copy of
Brown-Forman Corporation's press release is attached hereto as Exhibit 99 and
incorporated herein by reference.
Pursuant to the requirements of the Securities Exchange Act of 1934, the
registrant has duly caused this report to be signed on its behalf by the
undersigned hereunto duly authorized.
Brown-Forman Corporation
(Registrant)
Date: August 27, 2002 By: /s/ Michael B. Crutcher
Michael B. Crutcher
Senior Vice President,
General Counsel, and Secretary
Exhibit Index
(99) Press Release, dated August 27, 2002, issued by Brown-Forman Corporation
Exhibit 99
FOR IMMEDIATE RELEASE
BROWN-FORMAN SETS NEW STRATEGIC DIRECTION FOR BEVERAGE ORGANIZATION
Company Will Strengthen Focus on Brand Building
Louisville, KY, August 27, 2002 - Brown-Forman Corporation Chairman and Chief
Executive Officer Owsley Brown II told employees today that the company is
embarking on a new strategic direction that will strengthen the company's focus
on brand-building activities. Brown and Brown-Forman President William M. Street
announced the strategy for the company's beverage organization during an
employee meeting in Louisville.
"After spending the last decade expanding our infrastructure in the U.S.,
Europe, Asia, and South America and focusing on acquisition opportunities, we
can now dedicate ourselves to improving and increasing our brand-building
programs directed to consumers," Brown told employees.
Brown said that Brown-Forman would concentrate its collective energies around
four strategies: Building Strong Consumer Franchises; Winning at the Point of
Purchase; Superb Resource Allocation; and Creating a Deeply Ingrained Brand-
Building Culture.
"The management of our distribution system in the U.S. has changed significantly
over the last decade due to consolidation and improved technology," Brown
stated. "Therefore, we are reducing the number of our people working directly
with distributors and expanding the number of employees on our global brand
teams and in field marketing."
Brown told employees that successfully implementing the new strategies will take
time and require the commitment of every employee. "Brown-Forman has always been
focused on sustainable growth and we're asking each of you to rededicate
yourself today to a new and elevated level of commitment to long-term brand
building," he concluded.
Brown-Forman Corporation is a diversified producer and marketer of fine quality
consumer products including Jack Daniel's, Canadian Mist, Southern Comfort,
Finlandia Vodka, Fetzer, Jekel, Bolla, and Sonoma-Cutrer Wines, Korbel
California Champagnes, Lenox, Dansk and Gorham tableware and giftware and
Hartmann Luggage.
For more information, contact Phil Lynch, Vice President, Director, Corporate
Communications and Public Relations, at 502-774-7928.