Brown-Forman Names Jim Peters as New Chief Financial Officer

Brown-Forman Corporation, the owner of well-known brands such as Jack Daniel’s and Diplomático rum, announced on Monday the appointment of Jim Peters as its new executive vice president and chief financial officer. Peters will assume his new role on March 31, 2026, joining the company’s senior executive team and reporting directly to Lawson Whiting, Brown-Forman’s president and chief executive officer.

Peters comes to Brown-Forman after a long career at Whirlpool Corporation. Most recently, he served as executive vice president at Whirlpool, where he led business transformation initiatives. He will succeed Leanne Cunningham, who is set to retire on May 1, 2026.

Lawson Whiting said in a statement that Peters is an experienced financial leader with a proven track record in operational discipline and resilience through complex global cycles. Whiting highlighted Peters’ experience managing margin pressures and consumer demand volatility across North America, Europe, and Asia. He added that this expertise will be valuable as Brown-Forman faces current macroeconomic challenges. Whiting also noted Peters’ strong technical knowledge and commitment to developing future talent within the company.

Before his most recent position at Whirlpool, Peters served as executive vice president and chief financial and administrative officer. In that role, he was responsible not only for finance but also for legal affairs, information technology, and corporate strategy. He previously oversaw corporate relations and sustainability efforts for the company. Peters became Whirlpool’s chief financial officer in 2016.

In his own statement, Peters said it is an honor to join Brown-Forman, describing it as a company with a rich history and a portfolio of iconic brands. He expressed enthusiasm about working with Whiting and the rest of the team to build on the company’s strong foundation and continue creating sustainable value for shareholders and stakeholders worldwide.

During his time at Whirlpool, Peters held several key positions. He was vice president, corporate controller, and chief accounting officer starting in 2015. Earlier, he served as chief financial officer for Whirlpool’s North American region, leading a finance team of more than 300 people and overseeing strategic planning, budgeting, and forecasting. He also worked as vice president and chief financial officer for Whirlpool’s EMEA region beginning in 2008.

Before joining Whirlpool in 2004, Peters held leadership roles at Limited Brands and Ernst & Young. He holds a bachelor’s degree in accounting and business administration from the University of Kansas and an MBA from Indiana University’s Kelley School of Business.