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Essay / Research Paper Abstract
A 13 page paper examining the current position of the producer of Jack Daniels whiskey. Founded in 1870 to produce and market high-quality whisky to be used for "medicinal purposes," today's Brown-Forman Corporation produces some of America's oldest and best-known bourbons along with the wine products of several distinct vintners. Reflecting its focus on the finer things of life, the company also owns and markets Lennox china; Dansk tableware; Gorham silver and crystal; Hartmann luggage; and Kirk Stieff pewter. The purpose here is to review Brown-Forman's rich history; examine its current marketing practices and interests; and suggest possible future directions for this old Kentucky company. Bibliography lists 7 sources in 24 endnotes.
Page Count:
13 pages (~225 words per page)
File: CC6_KSmktgBrownF.rtf
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Unformatted sample text from the term paper:
1870 to produce and market high-quality whisky to be used for "medicinal purposes," todays Brown-Forman Corporation produces some of Americas oldest and best-known bourbons along with the wine products of
several distinct vintners. It offers specialty drinks and rounds out its alcohol offerings with one that can be sold in beer sections, Jack Daniels Hard Cola. Reflecting its
focus on the finer things of life, the company also owns and markets Lennox china; Dansk tableware; Gorham silver and crystal; Hartmann luggage; and Kirk Stieff pewter.1
The purpose here is to review Brown-Formans rich history; examine its current marketing practices and interests; and suggest possible future directions for this old Kentucky company.
Company History Brown-Forman Corporation began life as J.T.S. Brown and Bro. in 1870, when George Garvin Brown, a Kentucky drug salesman saw a
need for a high-quality medicinal whisky.2 The original partnership between the Brown brothers dissolved, but the company continued under a variety of names. Todays current Brown-Forman name originated
from the names of George Garvin Brown and his accountant, George Forman.3 George Garvin Browns son, Owsley Brown, began an enduring family tradition
of apprenticeship when he joined the company in 1904. Prohibition and temperance forces were growing by 1910, when George Garvin Brown wrote and published The Holy Bible Repudiates Prohibition.4
World War I presented difficulties for the company, as did Prohibition when it became law in 1920. Most beverage alcohol producers were obliged to close their businesses then,
but Brown-Forman was able to secure license from the federal government to produce medicinal whisky and so remain operational. It was during this time that the company acquired Early
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