百富门：消费降级冲击Herradura 龙舌兰组合一季度有机销售下滑13%
美国烈酒巨头Brown-Forman首席执行官将Herradura下滑归因于美国30美元以上龙舌兰细分市场的疲软，而El Jimador在美国出现明显改善。百富门上财季（2027财年一季度）有机销售下滑1%，龙舌兰是主要拖累之一。集团龙舌兰组合一季度有机销售下滑13%，其中Herradura因美国销量走低有机下滑18%，El Jimador受墨西哥定价下调影响有机下滑11%。截至2026年4月30日的财年，Herradura有机下滑10%，El Jimador下滑2%。
The CEO of Brown-Forman has blamed Herradura’s decline on the weakness in the US$30-plus Tequila segment while El Jimador improves in the US. Last week, Brown-Forman reported a 1% organic sales drop for the first quarter (Q1) of its fiscal 2027 year. Tequila has been one of the main factors impacting the company’s Q1 revenue, alongside a decline in used barrel sales.
Organic sales for the group’s Tequila portfolio fell by 13% in Q1. Lower volumes in the US led to an 18% organic drop for Herradura, while a decrease in pricing in Mexico also impacted both Herradura and El Jimador, which fell by 11% organically. For the year ending 30 April 2026, Herradura dropped by 10% organically, while El Jimador was down by 2%.
Brown-Forman CEO Lawson Whiting told analysts during a Q1 briefing: “While performance remains well below where we want it to be, we are focused on improving results through stronger consumer marketing, clearer brand positioning, and disciplined commercial execution.” Speaking more broadly about the Tequila category, Whiting acknowledged that the main challenge is consumer downtrading, with category pricing down between 1% and 2%.
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