G. Garvin Brown IV, chairman of Brown-Forman

G. Garvin Brown IV, chairman of Brown-Forman, shares his views on the evolution of the spirits sector – and what it can teach the wine industry – as he becomes 2013 president of the International Wine & Spirit Competition.

G. Garvin Brown IV, chairman of Brown-Forman

G. Garvin Brown IV, chairman of Brown-Forman

Which aspects of the work carried out by the IWSC inspired you to lend your support?

In today’s economy, quality has never been a more critical topic for our industry. The IWSC’s focus on quality – its recognition and celebration of quality brands – is the perfect antidote for so much that is gripping today’s consumer. The IWSC also offers a great breadth of recognition for both wines and spirits; breadth by category and geography, compelling characteristics in our globalising industry.

What do you hope to bring to the role of IWSC President 2013?

If I can help promote the IWSC and enable more brands to get the recognition they deserve, I think that would be a great outcome.

Does the spirit sector have anything to teach the wine trade – and vice versa?

Great spirit brands have been able to carve out uniquely strong places in the hearts of their consumers. From this, they’ve created loyalty and lifelong relationships that are the envy of brand builders worldwide. They’ve also proven themselves to be very resilient in the face of difficult times or threats from other categories. The recent flurry of innovation in the spirits industry, for example, has shown how the brands can carry consumers to new occasions and new categories.

Only resilient and well-built brands are capable of making these advancements. The sparkling wine category has certainly done well at achieving this sort of brand loyalty, and I think we all would hope for the same success in the wine industry. If you really think in arms-length terms, the wine industry has performed a Herculean task over the last decades, lifting entire generations of consumers into more sophisticated consumption habits.

The Anglo-American world’s love of wine is totally unrecognisable today, compared to 50, or even 30, years ago. The wine industry’s passion for its art (and science) is the source of this success. Watching this phenomenon roll out across emerging markets is an inspiration for anyone in our industry.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Support Executive

Davy's
London, UK

Partner Manager – On-trade - Greater London

Maverick Drinks
London/M25 belt, UK

Partner Manager – On-trade - North West

Maverick Drinks
Manchester, UK

Partner Manager – On-trade - West & Wales

Maverick Drinks
Bristol, UK

Partner Manager – On-trade - South East

Maverick Drinks
Brighton, UK

Events Sales Executive

The Drinks Business
Central London, UK

Sale & Operations Manager

Marussia Beverages
Marylebone, London, UK

Prestige Account Manager – Europe

Jackson Family Wines
London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more