Brown-Forman pauses production at Irish whiskey distillery

Brown-Forman is pausing production at its Slane Irish whiskey distillery in County Meath as the company tries to match output with weaker market conditions across the global spirits industry, a move that comes as investors prepare for the group’s latest earnings report later this week.

The decision adds fresh pressure on the owner of Jack Daniel’s, which has spent the past five years dealing with tariff disputes, a shift in consumer interest away from bourbon and a sales slowdown after the pandemic boom faded. Brown-Forman’s shares have fallen sharply over that period, from about US$80 to roughly US$25, and the company has already taken several steps to reduce costs, including cutting 12% of its staff last year and selling its cooperage business.

Brown-Forman said it was adjusting production because demand planning and forecasting are central to its business and standard practice requires output to be aligned with market conditions. The company said it has enough whiskey maturing in inventory to keep Slane available to customers around the world and that there will be no interruption in supply. It also said the visitor center at Slane Castle Estate will remain open, with tours still available for trade visitors and VIP guests.

The pause appears to be temporary, though a social media post from a Slane employee suggested the distillery would be shut “for the next number of years.” Brown-Forman responded that any reopening would depend on demand planning and forecasting.

The distillery, built after Brown-Forman bought the property in 2015, represented an investment of about US$50 million on the grounds of Slane Castle Estate. The company had positioned it as part of a broader push into Irish whiskey, but that category has also come under strain as inventories build and demand softens in some markets.

Brown-Forman is not alone in scaling back. Earlier this year, it paused production at its Glenglassaugh Scotch distillery in Speyside and moved operations into what it described as a shared production model with nearby Benriach. In April, Pernod Ricard’s Irish Distillers unit halted production at its Midleton distillery in County Cork, where it makes Jameson, and later delayed completion of a €250 million expansion there.

The wider backdrop remains difficult for spirits makers. Demand has weakened in several key markets, inventories remain elevated and companies are trying to adjust production without damaging long-term brand positions. Brown-Forman’s results this week are expected to show whether those efforts are beginning to stabilize the business or whether more cuts will be needed. Investors will also be watching for guidance on American whiskey and Irish whiskey as the company navigates changing drinking habits and slower growth across the sector.