The Brown-Forman Corporation is one of the largest American producers and distributors of spirits and wines; sales to state governments, retailers and wholesalers. Founded in 1870 in Louisville, Kentucky by George Garvin Brown, the company provides comprehensive industrial services spanning the manufacturing, marketing, bottling, importing, exporting, and sales of alcoholic beverages. Most of their brands are globally recognized such as Jack Daniel's, Southern Comfort, Finland Vodka, Woodford Reserve Bourbon, Canadian Mist, Korbel champagne, Chambord and others. Brown-Forman is recognized for its superior products and traditionally caters to the high-end beverage market. Recent industry statistics regarding overall sales of alcoholic beverages in the United States confirm that overall it contributed $388 billion to American economic activity. Distilled spirits alone account for $115 billion, or clearly a third of all alcoholic beverage sales. Equally impressive is the fact that these figures translate into nearly four million American jobs (across the various related positions that support the enterprise) and $90 billion in wages. It would not be an understatement to say that the distilled and blended spirits industry is formidable in its own right; and there are only twenty major “players” generating ninety percent of all wine and spirits revenue in the country. Brown-Forman Strategies Research shows that the spirits and wine industry is quite recession-proof for reasons that may be obvious. In difficult economic times, Americans tend to turn to alcohol for entertainment and comfort. The human propensity for alcoholism is the likely antecedent to the demand for warning labels on alcohol... middle of the paper... to trouble for Brown-Forman. For example, Diageo indicates that they may be interested in acquiring their closest competitor and rival: Jim Beam whisky. They already own the Johnnie Walker brand which gives them a credible presence in the whiskey industry. Buying Jim Beam would give them even greater market share and a stronger foothold. Meanwhile, Constellation Brands recently purchased a US beer company, also strengthening its presence in the alcoholic beverages sector in general. These recent events have put Brown-Forman in the unenviable position of having to demonstrate aggression to remain viable; and industry experts are watching. Analysts remain steadfast in their views on Brown-Forman's short- and long-term future earnings. The stock is currently performing 10% above expectations and all indications are for continued growth.