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Brown-Forman to sell Southern Comfort and Tuaca to Sazerac for $544m

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Staff writer ▼ | January 14, 2016
Brown-Forman
Selling trademarks   Brown-Forman has evolving portfolio strategy

Brown-Forman Corporation has reached an agreement to sell its Southern Comfort and Tuaca trademarks to Sazerac for $543.5 million.

Brown-Forman chief executive officer Paul Varga said the decision to sell these brands reflects the company’s evolving portfolio strategy and a continuation of its efforts to focus resources on its highest strategic priorities.

Brown-Forman has actively managed its portfolio over the last decade by developing, acquiring and divesting specific brands and categories with the aim of improving the growth and value creation prospects for its business.

“We’re proud of the work undertaken over the years by our employees and partners on behalf of Southern Comfort and Tuaca,” stated Varga.

“Both brands played important roles in the Brown-Forman success story, and we will have fond memories of the enjoyment they brought to consumers, our partners, and to Brown-Forman.”

Brown-Forman has marketed Southern Comfort since acquiring the brand in 1979. The company acquired Tuaca in two transactions, completing the purchase in 2002.


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