Pre-mixed drinks, otherwise mixed feelings
The Brown Forman RTD Pivot: Rescuing Margins in a Stagnant Spirits Market.
The global consumer packaged goods landscape in early 2026 is defined by a transition from the post-pandemic era of aggressive premiumisation to a more complex, multi-speed environment where geographic agility and category innovation are the primary levers for value creation. Brown-Forman, a fundamental player in the global spirits industry, reported its third-quarter and nine-month results for fiscal 2026 on 4 March 2026, revealing a business navigating significant structural headwinds while maintaining resilience through strategic pivots in emerging markets and in ready-to-drink formats.
