BF Says Consumers are Increasingly Trading Down

Dear Client:All ears were on Brown Forman this morning as the industry listened for early holiday sales indicators in the company’s second quarter results ended October 31. Luckily B-F did not disappoint and offered some insight into the holidays and beyond. Most notably, B-F execs said there are concerns of increased trading down in the US, consumers shifting to the off-premise and increased discounting from competitors.“During the past several months, we’ve seen dramatic shifts in consumer behavior, particularly as it