Brown-Forman CEO Lawson Whiting says Jack Daniel’s drinkers are choosing smaller bottles instead of cheaper brands as they cut spending; smaller sizes have grown faster than large ones for a couple of years. He said the option lets fans stick with the brand.
Whiting said tequila buyers are trading down on price: prices in the 750-size category fell 1%–2%, and brands priced above $30 were struggling. El Jimador, Brown-Forman’s brand in the $15–$30 range, rose from No. 9 to No. 4 in that price bracket over the past year.
The pattern extends beyond whiskey: McKinsey research found nearly one in four consumers globally said they would buy smaller quantities of a preferred brand to save money rather than switch stores or brands. Circana executive Sally Lyons Wyatt said some consumers instead leave categories when they cannot afford them.
