Brown Forman

BF.B
3.7
Companies list

Public Statements Risk

2

Lawson Whiting, CEO of Brown Forman, is quiet on social media. His LinkedIn shares company achievements. Whiting is mentioned for conference appearances and in general company press coverage. Reserach did not reveal public statements regarding politics or controversial topics. The website site mentions ESG and DEI as subsections in the header menu.

Political Contributions Risk

4

Brown Forman contributes with a strong Democratic skew, with a senior executive to PAC contribution ratio of 3:1. Their combined contribution level is very high and ranks among the largest contributors in the Consumer Staples sector, which generally skews blue. Contributions to controversial political figure Mitch McConnell increase risk, but it is mitigated when size and partisanship of the contributions are benchmarked to the sector.

Political Dichotomy Risk

4

Consumer base is likely politically diverse due to the nature of products. Recent events have demonstarted that alcoholic beverage consumers can and will switch brands when dissatisfied with a company's social and/or political stances (see, e.g., recent Bud Light fiasco). Brown Forman acknowledges the risk of consumer preferences in their 10K. While the company does not make many politically motivated statements, perfect substitute competitors leave Brown Forman exposed to political dichotomy risk, especially given their blue skew.

Associational Risk

4

J. McCauley (Mac) Brown, Vice President and Director of Business Services at Brown-Forman, was the chairman of the Kentucky Republican Party for eight years. This direct political association may be a risk. Research did not revewal any controversial press coverage. Contributions to Mitch McConnell, one of the most polarizing and high-profile politicians, which further elevates risk level.

Brand Visibility Risk

4

Brown Foreman is an alcoholic beverage company, owning multiple brands in the industry, including market leaders like Jack Daniels. It holds brands with high profiles and correspondingly high exposure. As seen with Bud Light, consumers care about the values of their alcohol, representing a major lifestyle product. The company is very diversified, and utilizes a house of brands strategy, which insulates it, although the same could be said of Anheuser-Busch.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

Brown Forman

BF.B
3.7
Companies list

Public Statements Risk

2

Lawson Whiting, CEO of Brown Forman, is quiet on social media. His LinkedIn shares company achievements. Whiting is mentioned for conference appearances and in general company press coverage. Reserach did not reveal public statements regarding politics or controversial topics. The website site mentions ESG and DEI as subsections in the header menu.

Political Contributions Risk

4

Brown Forman contributes with a strong Democratic skew, with a senior executive to PAC contribution ratio of 3:1. Their combined contribution level is very high and ranks among the largest contributors in the Consumer Staples sector, which generally skews blue. Contributions to controversial political figure Mitch McConnell increase risk, but it is mitigated when size and partisanship of the contributions are benchmarked to the sector.

Political Dichotomy Risk

4

Consumer base is likely politically diverse due to the nature of products. Recent events have demonstarted that alcoholic beverage consumers can and will switch brands when dissatisfied with a company's social and/or political stances (see, e.g., recent Bud Light fiasco). Brown Forman acknowledges the risk of consumer preferences in their 10K. While the company does not make many politically motivated statements, perfect substitute competitors leave Brown Forman exposed to political dichotomy risk, especially given their blue skew.

Associational Risk

4

J. McCauley (Mac) Brown, Vice President and Director of Business Services at Brown-Forman, was the chairman of the Kentucky Republican Party for eight years. This direct political association may be a risk. Research did not revewal any controversial press coverage. Contributions to Mitch McConnell, one of the most polarizing and high-profile politicians, which further elevates risk level.

Brand Visibility Risk

4

Brown Foreman is an alcoholic beverage company, owning multiple brands in the industry, including market leaders like Jack Daniels. It holds brands with high profiles and correspondingly high exposure. As seen with Bud Light, consumers care about the values of their alcohol, representing a major lifestyle product. The company is very diversified, and utilizes a house of brands strategy, which insulates it, although the same could be said of Anheuser-Busch.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

Brown Forman

BF.B
3.7
Companies list

Public Statements Risk

2

Lawson Whiting, CEO of Brown Forman, is quiet on social media. His LinkedIn shares company achievements. Whiting is mentioned for conference appearances and in general company press coverage. Reserach did not reveal public statements regarding politics or controversial topics. The website site mentions ESG and DEI as subsections in the header menu.

Political Contributions Risk

4

Brown Forman contributes with a strong Democratic skew, with a senior executive to PAC contribution ratio of 3:1. Their combined contribution level is very high and ranks among the largest contributors in the Consumer Staples sector, which generally skews blue. Contributions to controversial political figure Mitch McConnell increase risk, but it is mitigated when size and partisanship of the contributions are benchmarked to the sector.

Political Dichotomy Risk

4

Consumer base is likely politically diverse due to the nature of products. Recent events have demonstarted that alcoholic beverage consumers can and will switch brands when dissatisfied with a company's social and/or political stances (see, e.g., recent Bud Light fiasco). Brown Forman acknowledges the risk of consumer preferences in their 10K. While the company does not make many politically motivated statements, perfect substitute competitors leave Brown Forman exposed to political dichotomy risk, especially given their blue skew.

Associational Risk

4

J. McCauley (Mac) Brown, Vice President and Director of Business Services at Brown-Forman, was the chairman of the Kentucky Republican Party for eight years. This direct political association may be a risk. Research did not revewal any controversial press coverage. Contributions to Mitch McConnell, one of the most polarizing and high-profile politicians, which further elevates risk level.

Brand Visibility Risk

4

Brown Foreman is an alcoholic beverage company, owning multiple brands in the industry, including market leaders like Jack Daniels. It holds brands with high profiles and correspondingly high exposure. As seen with Bud Light, consumers care about the values of their alcohol, representing a major lifestyle product. The company is very diversified, and utilizes a house of brands strategy, which insulates it, although the same could be said of Anheuser-Busch.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

Brown Forman

BF.B
3.7
Companies list

Public Statements Risk

2

Lawson Whiting, CEO of Brown Forman, is quiet on social media. His LinkedIn shares company achievements. Whiting is mentioned for conference appearances and in general company press coverage. Reserach did not reveal public statements regarding politics or controversial topics. The website site mentions ESG and DEI as subsections in the header menu.

Political Contributions Risk

4

Brown Forman contributes with a strong Democratic skew, with a senior executive to PAC contribution ratio of 3:1. Their combined contribution level is very high and ranks among the largest contributors in the Consumer Staples sector, which generally skews blue. Contributions to controversial political figure Mitch McConnell increase risk, but it is mitigated when size and partisanship of the contributions are benchmarked to the sector.

Political Dichotomy Risk

4

Consumer base is likely politically diverse due to the nature of products. Recent events have demonstarted that alcoholic beverage consumers can and will switch brands when dissatisfied with a company's social and/or political stances (see, e.g., recent Bud Light fiasco). Brown Forman acknowledges the risk of consumer preferences in their 10K. While the company does not make many politically motivated statements, perfect substitute competitors leave Brown Forman exposed to political dichotomy risk, especially given their blue skew.

Associational Risk

4

J. McCauley (Mac) Brown, Vice President and Director of Business Services at Brown-Forman, was the chairman of the Kentucky Republican Party for eight years. This direct political association may be a risk. Research did not revewal any controversial press coverage. Contributions to Mitch McConnell, one of the most polarizing and high-profile politicians, which further elevates risk level.

Brand Visibility Risk

4

Brown Foreman is an alcoholic beverage company, owning multiple brands in the industry, including market leaders like Jack Daniels. It holds brands with high profiles and correspondingly high exposure. As seen with Bud Light, consumers care about the values of their alcohol, representing a major lifestyle product. The company is very diversified, and utilizes a house of brands strategy, which insulates it, although the same could be said of Anheuser-Busch.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

Brown Forman

BF.B
3.7
Companies list

Public Statements Risk

2

Lawson Whiting, CEO of Brown Forman, is quiet on social media. His LinkedIn shares company achievements. Whiting is mentioned for conference appearances and in general company press coverage. Reserach did not reveal public statements regarding politics or controversial topics. The website site mentions ESG and DEI as subsections in the header menu.

Political Contributions Risk

4

Brown Forman contributes with a strong Democratic skew, with a senior executive to PAC contribution ratio of 3:1. Their combined contribution level is very high and ranks among the largest contributors in the Consumer Staples sector, which generally skews blue. Contributions to controversial political figure Mitch McConnell increase risk, but it is mitigated when size and partisanship of the contributions are benchmarked to the sector.

Political Dichotomy Risk

4

Consumer base is likely politically diverse due to the nature of products. Recent events have demonstarted that alcoholic beverage consumers can and will switch brands when dissatisfied with a company's social and/or political stances (see, e.g., recent Bud Light fiasco). Brown Forman acknowledges the risk of consumer preferences in their 10K. While the company does not make many politically motivated statements, perfect substitute competitors leave Brown Forman exposed to political dichotomy risk, especially given their blue skew.

Associational Risk

4

J. McCauley (Mac) Brown, Vice President and Director of Business Services at Brown-Forman, was the chairman of the Kentucky Republican Party for eight years. This direct political association may be a risk. Research did not revewal any controversial press coverage. Contributions to Mitch McConnell, one of the most polarizing and high-profile politicians, which further elevates risk level.

Brand Visibility Risk

4

Brown Foreman is an alcoholic beverage company, owning multiple brands in the industry, including market leaders like Jack Daniels. It holds brands with high profiles and correspondingly high exposure. As seen with Bud Light, consumers care about the values of their alcohol, representing a major lifestyle product. The company is very diversified, and utilizes a house of brands strategy, which insulates it, although the same could be said of Anheuser-Busch.

Political Hazard (pH) Ratings Explained

A corporation’s Political Hazard Rating, or pH rating, is an overall assessment of the corporation’s likelihood of facing a material consumer boycott or investor backlash from a controversy caused by the company’s or its executives’ political activities and proclivities. The pH ratings range from 1 to 5, with a higher rating correlating with higher risk. The categories below are the components considered when setting a company’s pH rating.

Public Statements Risk

Rates the corporation based on its executives’ and the corporations’ own prior public political statements, including their frequency and whether they have tended to be, or actually have been, controversial or high-profile.

Political Dichotomy Risk

Rates the corporation based on the dichotomy, if any, between the executives’ and/or corporations’ own prior political contributions or statements and the likely political leaning of the corporation’s consumer base.

Political Contributions Risk

Rates the corporation based on the magnitude of the executives’ and/or corporations’ total political contributions to politicians and PACs, benchmarked to sector, and the weighted nature of those contributions as between political parties.

Associational Risk

Rates the corporation based on its executives’ and/or the corporation’s own prior political contributions and/or public association with particularly controversial people or high-profile politicians or PACs.

Brand Visibility Risk

Rates the corporation's risk relative to sector with higher risk being associated with higher brand visibility

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“As a political data company, we are uniquely positioned to measure a company’s pH.” Abigail Wuest, CEO