Earnings Labs

BF.B (BF.B)

Q4 2020 Earnings Call· Tue, Jun 9, 2020

$24.76

-10.69%

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Transcript

Operator

Operator

Ladies and gentlemen, thank you for standing by, and welcome to the Brown-Forman Fiscal Year 2020 Earnings Conference Call. At this time, all participants are in a listen-only mode. After the speakers’ remarks, there will be a question-and-answer session. [Operator Instructions] Please be advised that today’s conference is being recorded. [Operator Instructions] I would now like to hand the conference over to your speaker today, Leanne Cunningham, Senior Vice President, Shareholder Relations Officer. Thank you. You may begin.

Leanne Cunningham

Analyst

Thank you, Dorothy, and good morning, everyone. I would like to thank each of you for joining us for Brown-Forman’s year-end earnings call for fiscal 2020. Joining me today are Lawson Whiting, President and Chief Executive Officer; and Jane Morreau, Executive Vice President and Chief Financial Officer. This morning’s conference call contains forward-looking statements based on our current expectations. Numerous risks and uncertainties may cause actual results to differ materially from those anticipated or projected in these statements. Many of the factors that will determine future results are beyond the Company’s ability to control or predict. You should not place undue reliance on any forward-looking statements and the Company undertakes no obligation to update any of these statements, whether due to new information, future events, or otherwise. This morning we issued a press release containing our results for the fourth quarter fiscal 2020, in addition to posting presentation materials that Lawson and Jane will walk through momentarily. Both the release and the presentation can be found on our website under section titled, Investors, Events & Presentations. In the press release, we have listed a number of risk factors that you should consider in conjunction with our forward-looking statements. Other significant risk factors are described in our Form 10-K and Form 10-Q reports filed with the Securities and Exchange Commission. During this call, we will be describing certain non-GAAP financial measures. These measures, a reconciliation to the most directly comparable GAAP financial measures, and the reasons management believes they provide useful information to investors regarding the Company’s financial condition and results of operations, are contained in the press release and investor presentation. As a reminder, before I turn the call over to Lawson and Jane, in the interest of time awareness, we ask that you limit your questions to one per analyst. You are welcome to rejoin the queue and we’ll take your follow-up questions as time permits. With that, I would like to turn the call over to Lawson.

Lawson Whiting

Analyst · Dara Mohsenian from JP Morgan

Thank you, Leanne, and good morning, everyone. Our last investor call when we discussed third quarter earnings was on March 4th, just before the world went into lockdown. Since that call, so much has changed around the world. So, today, while we will cover our full-year financial results, we’re really going to focus more of our time updating you on the impact of the pandemic on our business and share how we have and will continue to strategically navigate volatility and uncertainty that we are facing. But before we do that, let me say events happening across America have highlighted yet again the disturbing and systemic racism that persists in the United States. I am proud of the work that Brown-Forman and our employees have been doing in diversity inclusion for nearly two decades, which only accelerated when Ralph De Chabert, our Chief Diversity and Inclusion Officer joined the Company in 2007. While we’ve been diligent in our diversity inclusion work, we all know that there’s so much more to be done. These current events have sparked numerous conversations across the Company about how we live our value of respect, about how we identify and eliminate bias within ourselves and how we continue to foster an environment and relationships where we can bring our best selves to work. At Brown-Forman, we’re continually challenging ourselves to be better and to do better as individuals, as leaders and as teams. I do want to highlight a few initiatives at our Company that not only promote diversity and inclusion within the Company, but also address racial inequality in Louisville, Kentucky, where we have our corporate headquarters. Last fall, we have published our 2030 diversity and inclusion strategy, where we set quantitative ambitions specifically for people of color and women. We’ve tied a portion…

Jane Morreau

Analyst · Dara Mohsenian from JP Morgan

Thank you, Lawson, and good morning, everyone. Before I get into the results, I would like to build on some of Lawson’s comments and acknowledge that the last several weeks have required our entire organization to pivot quickly to the changing business environment brought on first by the global pandemic to now tremendously trying times, especially for our black colleagues as recent events highlight the continued work still to do in the United States to close the racial inequities gap. I too would like to thank our entire employee population for our resilience and extra efforts during these trying times, as we continue to work to grow our business. In these efforts, we understand that our diverse and inclusive culture is key to our continued success and in these times we are refocusing our efforts on deepening our understanding and acceptance of all of our differences. Though it’s difficult to make a transition from these significant issues, let’s turn to our full year results. Fiscal ‘20 really was a year like no other. We began the year with a business environment in which our margins continued to be weighed down by tariffs, largely European tariffs and higher agave costs, to end the year with a global pandemic and its resulting effect on the global economy that we are still facing today. Despite these challenges, we still achieved many significant accomplishments and milestones in fiscal 2020 that I’d like to take a moment and highlight. We saw Woodford Reserve exceed 1 million cases. We continued to innovate, developing and launching Jack Daniel’s, Tennessee Apple and depleting over 250,000 cases in just eight months. Our Jack Daniel’s flavor portfolio surpassed 2.5 million cases. And to put that in perspective, none of our directing of Jack Daniel’s flavors existed a short nine years…

Lawson Whiting

Analyst · Dara Mohsenian from JP Morgan

Thank you, Jane. As we all know, there is substantial amount of uncertainty in the world and in the days ahead, but we do have 150 years of experience of successfully navigating many challenges. These include world wars, a prior pandemic, prohibition, a depression and recessions. Although this global pandemic and economic challenge is certainly different, I do believe we’ll endure and will reemerge even stronger. I’m optimistic about our future and confidently the right strategy to guide us now and as we look ahead. We’re well-positioned in some of the best categories in the spirits industry and we remain focused on developing a premium portfolio that we can develop around the world. In this current environment, we know that consumers are looking for both, trusted brands and for an opportunity to indulge in everyday luxuries. I’m going to argue that Jack Daniel’s is actually the most trusted brand in the spirits industry. We continue to strive to deliver balanced geographic growth with competitive routes to consumer. Near-term, we will be reallocating more towards the developed markets, including United States where spirits consumption has been relatively stronger. We’ll also be allocating more resources towards channels like e-commerce to ensure we’re utilizing most competitive routes to consumer. A hallmark of Brown-Forman, we intend to maintain our historically disciplined approach to capital deployment, including our commitment to return cash to shareholders in a prudent, yet opportunistic manner. Additionally, we aspire to deliver top tier total shareholder returns over the long-term. And finally, we’ll continue to leverage our talented and the agile workforce. Over the last few months, I’ve seen truly exceptional examples of adaptability and resilience in our people. People will continue to be our most important assets. As discussed and shared with you on many occasions in the past, we think about our future in generations. This crisis provides us with the opportunity to reimagine the next generation of growth for our brands, our geographies, our people and our investments. At the end of the day, our goal is to ensure the long-term health of our iconic brands. And finally, we’ll continue to be guided by our values, while working to preserve the resources of our planet, educating consumers on responsible consumption of our brands and ensuring the communities in which we live and work will provide social equities for all. With that, Dorothy, you may open up the call for questions.

Operator

Operator

[Operator Instructions] The first question comes from the line from Dara Mohsenian from JP Morgan.

Dara Mohsenian

Analyst · Dara Mohsenian from JP Morgan

Hey, guys. I hope you’re doing well.

Jane Morreau

Analyst · Dara Mohsenian from JP Morgan

Good morning.

Lawson Whiting

Analyst · Dara Mohsenian from JP Morgan

Good morning, Dara.

Dara Mohsenian

Analyst · Dara Mohsenian from JP Morgan

So, my question was on premiumization. Obviously, you’ve had a great track record of success in premiumizing your portfolio over time. A, just wanted to get a sense for your thoughts on the potential for continued consumer trade up longer term in this new environment, as you look out over the next few years. And B, can you discuss how you might tweak your premiumization strategy a bit going forward in this new environment, managing product affordability, et cetera, and how those strategies may change? Thanks.

Lawson Whiting

Analyst · Dara Mohsenian from JP Morgan

Sure. Let me take a shot at it. I mean, one thing, the premiumization, as you know, over the last 12 months -- literally over the last decade has been one of the biggest macro factors in our industry. And even over the last 12 months, if you look at the difference between value and volume, you continue to see very strong premiumization trends in the industry. Now, if you look over what’s happened over the last couple of months, those trends have continued. You haven’t seen the trade down that honestly some of us were worried about, ultra-premium is still growing the fastest in super, and then work your way down the chain. So, even in this environment and this particular set of circumstances that we’re in, the premiumization trends continue. So, I think we feel good about that and our portfolio does skew to that. And we continue to -- we want to continue to make that happen. So, as far as looking out ahead, the next couple of years, I don’t see us changing our portfolio strategy other than the focus on more super premium and above brands. I mean that’s where not only where the growth has been, but I think it’s where our Company performs the best. It’s one of the reasons we created that emerging brands group for the U.S., it’s been two years now, has driven those very super premium brands that needed the focus. And they have had an outstanding run now for two years, last few months excepted. But, I really like that part of our portfolio, and I like that part of our strategy, and I think we’re going to continue forward with it.

Dara Mohsenian

Analyst · Dara Mohsenian from JP Morgan

Okay. And are you expecting premiumization, that sort of trend we’ve seen the last couple of months to continue here? Just any thoughts on why we’ve seen such strong trend still on that higher end pieces of the portfolio, and if that sort of continues as you look out over the next few quarters here?

Lawson Whiting

Analyst · Dara Mohsenian from JP Morgan

I mean, yes, I do think it will continue, unless that we’re really talking mostly about the U.S. But, we don’t know where the economy is going. And so, if you do see a pretty -- a dip in the fall and the winter, then that may change the equation a little bit. But for now, the U.S. consumer has been extremely resilient. And even though it’s moved from on to off, consumers are still loving their cocktails. So that part of the business, as you know, has really remained strong, I think, and I just don’t see that really changing.

Jane Morreau

Analyst · Dara Mohsenian from JP Morgan

Dara, just to build on what Lawson was saying. And when we look back in time over the periods where there have been recessions, we can go back to this financial crisis that happened in 2008-2009 and we did see trading down, we did see some slowdown in premiumization, but it still grew. And then, it lasted for say a 12 to 18-month period, and it came back with a vision. It grew double digits. And so, if the past is any indication of the future -- and nobody knows in this environment, this is totally different than anything before, but we have that optimism and those trends we’ve been looking at as well.

Operator

Operator

Your next question comes from the line of Peter Grom, JP Morgan.

Peter Grom

Analyst · Peter Grom, JP Morgan

Good morning, everyone. Hope you’re all are doing well. Jane, I appreciate the commentary on trends improving in may versus March and April. But, could you maybe provide more color on what you are seeing in the U.S., internationally global Travel Retail quarter to date, and maybe where you’re seeing the biggest improvement? I would be curious to understand the channel dynamics across these markets, particularly with countries and states beginning to reopen, and while others appear to be getting worse. Thanks.

Jane Morreau

Analyst · Peter Grom, JP Morgan

Sure. Again, there’s a lot of dynamics going on here. And as you said, you said it up perfectly. Countries are at different stages of the pandemic, countries are at different stages of coming out of the pandemic, different stages of opening, different states, different -- all kinds of different things that are affecting us. And so, the answer is not a simple answer, as you can imagine. What we felt some improvement on in the month of May, what we’re looking at current trends are places like the U.S. in certain channel or certain portfolio, I guess I should say. So, our Jack Daniel’s Tennessee Honey, our RTDs are doing quite well. Our global Travel Retail remains down still. So, what we saw in the month of March, April, which was down around 65%, that’s still holding the same. Some of our emerging markets have improved. So, China, we see that, early look, looks like it’s back to levels it was a year ago May. Other parts of Southeast Asia have rebounded. But then, you still have other parts of Latin America that are just -- other parts of emerging markets, such as Latin America that are just going into the pandemic. So, there’s not a one size fits all answer here, I hate to say. But, I would like to build on some of the things that we are seeing, if this might help you think about the on-premise and the business primarily in developed markets. So, if we think about Europe, it’s a bit further behind than the U.S. For instance, our second largest market is the UK. The loosening of the restrictions there for bars and restaurants is not going to be till July 4th. You probably know this. France just opened last week. Germany has been open since the middle of May. And we’ve seen nice trends in Germany since it’s reopened. In the U.S., the trends are further -- what we’ve been following, those trends for the early openings are those that opened prior to May 15th, where we saw the off-premise was down, say in the 90% range, by the end of May, they had improved to down 70%. So, we’re seeing nice improvement, but slow improvement. Of course, this is all going to be dependent upon the consumer, their feelings of safety and when they feel like they can come back. So, I wish there was an easier answer for you, but that’s why it’s so hard to also give any kind of forecast right now, because there’s so many scenarios of so many things at play that are impacting each and every market. One size does not fit all, and it’s hard to generalize anything in this environment.

Lawson Whiting

Analyst · Peter Grom, JP Morgan

And let me add on a little bit too regarding the emerging markets, because that’s where we’ve seen the delta, the biggest delta within our portfolio. And that’s where I have the most concern about what the next year may look like. Our emerging markets, which, over the last few years has been a very dynamic sort of double digit growth area for many of the years was already slowing a bit this fiscal year -- was still growing, but it was slowing. A lot of that was led by Mexico, which is our largest emerging market. And Mexico has had its own economic problems going back over the last 12 to 18 months. And so, we saw some weakness there earlier on, and that was a big portion of the change in our sales. But, if you look out at the rest of the emerging markets world, I’m talking about South America, Africa, particularly South Africa, if you look across parts of Asia and India, a lot of those countries have gone into either a complete shutdown or something close to a complete shutdown. And those markets don’t have this social safety net that you’re seeing in the U.S. and most of Western Europe. And so, those markets, when they go into shutdown, people don’t have money for luxuries at all. And they’re really going to the base of goods and trying to being able to try to survive. And so, I do think you’re going to see a deeper problem in those markets, and it’s going to be tougher to come out of there. So, yes, I would argue that emerging markets are the place that we’re trying to figure out how that’s going to go, but it does have a fair amount of concern.

Jane Morreau

Analyst · Peter Grom, JP Morgan

And just as a reminder, the percentage of our business in emerging market is about 18% now. And some of the emerging markets are doing okay, like I said, the China is already recovering. Poland is doing very nicely, which goes into emerging markets too. So, just as a reminder of some of the nice markets that are in there, but as Lawson said that’s also one reason, and he mentioned in the script that we’re doing some reallocation of spending this year as well toward more the developed markets.

Operator

Operator

Your next question comes from the line of Vivien Azer with Cowen.

Vivien Azer

Analyst · Vivien Azer with Cowen

I wanted to double back on the premiumization question, Lawson, and then a quick follow-up. What you said makes a ton of sense given the outsized growth in Woodford. I just wanted to just check in and see whether you guys were experiencing any supply constraints, given the growth that you’ve seen March and April for the U.S. net-net, I would think not. But, can you just confirm that you’re in a position to reallocate like inventory deployment? I know Woodford had an international priority. Perhaps that being deemphasized to make sure that you don’t suffer out of stocks in the U.S.? Thanks.

Lawson Whiting

Analyst · Vivien Azer with Cowen

Yes. No, that really is not a concern. I mean for Woodford in particular, we’ve been planning for these very-high growth rates now for as long as five or six years, so. And it continues to go forward. We did not see a substantial -- I mean, one month isn’t going to disrupt the long-term supply chain for it. So, the international opportunity is still very significant and is one that pre-pandemic conversations, it was one of the biggest things that we were talking about at the Company. And it’s something structurally I want to see some changes in some of the big markets in Europe, so that they can copy even if in a smaller way, some of the emerging brands, trends that we’ve learned and put together in the U.S. where we’re sort of taking that model and exporting it into a lot of those markets. And so, that’s still going to be a priority going forward. Jack Daniel’s also is -- I mean, it’s not really -- it’s not supply constrained to -- at least for now. It’s having a slowdown now. So, really it’s not a situation where we’re worried about supply.

Jane Morreau

Analyst · Vivien Azer with Cowen

And just per slowdown that he’s referring to, actually, it’s kind of fascinating, I was studying the trends in the U.S. marketplace as it relates to all the syndicated data, and you really have to pull it apart to understand what it’s really telling you, I’m sure you know this. But the slowdown he’s referring to is really the on-premise business going way in Jack Daniel’s and Brown-Forman have a large percentage of our business that is premium. And so, when you have -- and think about TDS where it’s got value, got all kinds of things, a lot of the value brands are not in on-premise locations and probably aren’t -- down like -- are being pulled down because of that loss of business. So, it is something, as you get into the results, you start understanding that. And as it comes back -- I should have said this earlier, too. As it comes back and the states that we’ve seen that opened early in May, where we’ve seen the drop from the on-premise declines of 90% down to 70%, we’ve actually seen the trends hold up quite well in the off-premise over that period of time in the mid-single-digits. So, that’s -- excuse me, in the mid 30% growth range, which is still very encouraging.

Vivien Azer

Analyst · Vivien Azer with Cowen

That’s very helpful and encouraging. Thank you, both Lawson and Jane. And a quick follow-up. I really applaud on that your corporate leadership in your home market of Louisville, which obviously has been front and center in terms of some of -- to the concerns of your local population. You do you have a cooperage there and then downtown. I believe you have the Old Forester on visitor center. Can you just confirm whether there was any disruption or have been recently, given what’s been going on in Louisville? Thanks.

Lawson Whiting

Analyst · Vivien Azer with Cowen

No, we didn’t -- I mean, related to the COVID crisis, we did have some issues at the cooperage very early on, but it was minor and we only closed for a couple of days. And as far as what’s going on over the last few weeks in Louisville, we did not have an impact on -- I mean, we’re closed but there hasn’t been any physical impact on our facility.

Jane Morreau

Analyst · Vivien Azer with Cowen

So, closed mean, our home places have been closed.

Lawson Whiting

Analyst · Vivien Azer with Cowen

Yes.

Jane Morreau

Analyst · Vivien Azer with Cowen

And we do curbside pickup and delivery now but actually been keeping it closed, following along with the state and the Governor’s guidance and we will slowly open, as that comes about.

Vivien Azer

Analyst · Vivien Azer with Cowen

That’s perfect. Thank you so much.

Operator

Operator

Your next question comes from the line of Kevin Grundy with Jefferies.

Kevin Grundy

Analyst · Kevin Grundy with Jefferies

Hey. Good morning, everyone. I hope you’re all doing well. I had a question on the U.S. bourbon category. As we look at the syndicated data and there’s been some discussion, it’s hard to ascertain how much -- there’s the obvious channel shift, it’s hard to ascertain how much pantry-loading is going on. If you could comment on that, I’m not sure if there’s a number that you guys track or how closely you look at it. What I’m really looking for is the overall category growth rate in terms of what you’re seeing more recently in May and June for the bourbon category. And then, if you would indulge me, just a housekeeping question for Jane. Collection risk or bad debt risk in the on-premise channel, given that some of these bars or restaurants will not come out of this, does that entirely reside with distributors or is there any risk sharing that’s going to take place with Brown-Forman? Thanks for that.

Jane Morreau

Analyst · Kevin Grundy with Jefferies

Yes. So, Kevin, I think you’re asking about the trends, the bourbon trends in the U.S. business. And I can look at NABCA data. And like I said to Vivien a few moments ago, really do have to start pulling it apart and understand what’s going on there. And the extra overall bourbon trends in the off-premise have remained very strong. They’re up about 36%. Now, what you got to do is you got to pull out Pennsylvania, which shut down and you got to pull out the on-premise business. Once you’ve done that, again, we showed growth of around 36%. Brown-Forman is growing faster than that. Our bourbon and Tennessee Whiskey are growing around 38%. This is for the most recent data through April. We did see a small I guess a slowdown if you will that you’re referring to in May, maybe from the Nielsens in the category, but still up very strong, still up in the 30 percentage range from an off-premise take away trend perspective. So, we feel good about that. What you saw though in those trends is an acceleration in a couple of categories, a few categories. It was cordials, liquors tequilas. And of course, our portfolio has some in it. We have wonderful tequilas. We have liquors, think of Honey and Fire and Apple, but that’s the extent of our portfolio in those categories. So, I feel optimistic, but still that we’re still seeing very strong trend from the syndicated data as it relates to bourbon and Tennessee Whiskey. And then, your question about, our bad debt, I thought it might be helpful just to talk about what we’ve done on that, just for a moment, and then I can get specifically to your question. Since this pandemic started, we’ve really been working…

Operator

Operator

Our next question comes from the line of Bryan Spillane with Bank of America.

Bryan Spillane

Analyst · Bryan Spillane with Bank of America

Hey. Good morning, everyone. So, I guess, I wanted to ask us a question more about just the approach as we’re kind of thinking about how to model with a really complicated situation. Does it make sense to assume in the U.S. and international developed markets, per capita consumption stays the same? We have to make some assessments about channels and brands and price, but per capita don’t really change, it is just where people will consume. And then developing market, especially if we’re going to a recession, per capita consumption maybe goes down a bit, and then Travel Retail is obviously just sort of depending on being open or not, is that -- like a basic framework, is that a reasonable way to approach it?

Lawson Whiting

Analyst · Bryan Spillane with Bank of America

I mean, one, we don’t know. But I think your approach is pretty reasonable. I do thing one of the things that’s happened over the last few months compared to what had been happening in the prior years before it is whatever trends were happening seem to be an exaggerated. So, if you look at the U.S., spirits has been very healthy in the U.S. for 10 years or more -- well, 20 years or more. The trend of spirits taking share from beer and wine has continued and has accelerated over the last few months. And so, per capita in the U.S. I would say, is probably picking up a little bit, but you go to Europe, and it’s a bit of the opposite. It’s not an extreme change, but beer has been healthier than spirits in Europe for the last few years. And even if you look at short term trends, now you’re seeing that same thing happen. So, maybe there’s a little bit of per capita going down. I don’t think it’s all that significant. And then, emerging markets is kind of a unique bucket. I’m not sure how to even think about per capita there, but certainly that -- as I mentioned a few minutes ago, those markets are struggling.

Bryan Spillane

Analyst · Bryan Spillane with Bank of America

And if I could just sneak a follow-up. Is there anything we should be thinking about in terms of shipments versus depletions, especially I guess in these channels that are shut down. Is there inventory back up there and potential that you’re -- you’ll ship less than what’s depleted this year?

Jane Morreau

Analyst · Bryan Spillane with Bank of America

We did. If you saw on our financials, that’s the table at the end, we did have an imbalance in our shipments versus depletion. Our shipments were a little bit higher than our depletion. And I think that was largely in the U.S. I don’t see a big out of balance any place else around the world, but it will resolve some building of inventories within the U.S., just because of the complete uncertainty around logistics and warehouse closures and production and all that. So, what we have already seen in our May and I see in our June shipments is you can see that come from a shipment perspective coming back and balance. So, it wasn’t large and I don’t think that we were out of balance really in any place though.

Lawson Whiting

Analyst · Bryan Spillane with Bank of America

The inventory piece that I found interesting is, is really U.S. thing is the consumer themselves and their pantries, where we all look at the March explosion and the Nielsen numbers and said, wow, there’s pantry-loading going on, are we going to see a fall off in the off-premise in the upcoming months because of that? And it didn’t happen.

Jane Morreau

Analyst · Bryan Spillane with Bank of America

13 straight weeks.

Lawson Whiting

Analyst · Bryan Spillane with Bank of America

I mean, you’ve had accelerating Nielsen trends for some period of time. So, it was true pull-through where consumers were -- I mean, they were actually drinking it and then going back to the store. So, I mean, that was a piece of good news that I must admit, we were a little bit cautious about say a month and a half ago.

Bryan Spillane

Analyst · Bryan Spillane with Bank of America

Right. Paper towels and Jack Daniel’s. Right?

Lawson Whiting

Analyst · Bryan Spillane with Bank of America

There you go.

Operator

Operator

Your next question comes from the line of Bill Chappell with SunTrust. Grant O’Brien: Hi. This is actually Grant on for Bill. Thanks for taking the question. I just had one on cost in the quarter and any kind of one-time cost related to COVID. I know, you guys had kind of supported bartenders in the area. I don’t know if there were any other production costs that were one-time in nature in the quarter, or any cost that you see kind of carrying forward here in the new normal environment? Thanks.

Jane Morreau

Analyst · Bill Chappell with SunTrust

Yes, there definitely were some one-time donations, charitable contributions and so forth that will quote up into SG&A. And we did -- a couple of million bucks. And we did have some costs also flowing through our cost of goods for our early employees as it related to making them safe, whether it was acquiring supplies like PPE equipment and things like that, which would have been another million or so bucks. But, that’s about it, nothing huge and material.

Operator

Operator

Our next question comes from the line of Lauren Lieberman with Barclays.

Lauren Lieberman

Analyst · Lauren Lieberman with Barclays

I was curious if you could talk a little bit about brand building. So, in your industry, brands are our built in on-premise has always been the discussion. And particularly as you’ve been developing those premium, super premium brands in your portfolio, and all those resources you’ve been allocating to on-premise. So, as you think forward, of course, not knowing how COVID unfolds, but just the notion of there being lower capacity at restaurants and bars and kind of give the consumer mobility and flow of people changes for the foreseeable future, how do you think about kind of brands in what might be a sort of new world for quite a period of time? Thanks.

Lawson Whiting

Analyst · Lauren Lieberman with Barclays

Yes. I mean, I do think it’s going to change over the next 12 months. And how -- beyond the next 12 months, I think it is a bit of a different answer. But, the on-premise is going to be down. And I mean, there is almost no question about that over the next 12 months. And that has been an important brand building channel throughout, literally throughout the decades I guess. So, what is the result of that? I do think it pushes towards the tried and true trusted brands that we talked about a little bit earlier. I mean, the bars themselves -- one, you’re not going to be running a lot of promotions in restaurants that are only a third full. I mean, it just doesn’t make a lot of sense. And so, we’re reallocating dollars away from that channel, away from events and stadiums and things like that and more into what we call broad-based media. So, that is a brand building change happening there. But, I also do think that it makes new brands -- it’s going to be more challenging for new tiny brands to dent into the big brands that are out there now. And that’s a bit of a different trends compared to what has been happening. Craft brands have not really made a meaningful impact on market share over the last few years. They sort of topped out around 3% or 4%. We’re still growing, but there’s nothing like beer. I think, those brands are going to have a hard time because restaurants are -- that are struggling that are only half full have to be careful with their inventories and have to rationalize the SKUs. And so, you’re going to see them gravitate towards brands that turn. And so, that’s a benefit for Jack Daniel’s. At the same time, it may make some of our other brands, take a Fords Gin as an example, which is much smaller, it makes it that much harder. And so, I also think there’s a dynamic where consumers are not -- you’re not able to go to a bar, look at 200 brands behind the bar and make a choice on a different something you want to try. You’re sitting at a table, you have to be able to order something that you know, and so experimentation goes down a little bit. And we’ll just have to see how that plays out over time. But I do think, there is -- there will be a bias in the on-premise world for the big tried and trusted brands, and we’ll just have to see how that plays out.

Jane Morreau

Analyst · Lauren Lieberman with Barclays

Hi, Lauren. Just to build on what Lawson said. It’s really an excellent question. and as you can imagine, we don’t know how the future is going to look. And so, we are, here at Brown-Forman looking at what the future is going to look like and reimagine what it might be. It’s not so much about predicting exactly what’s going to happen, but might happen. And so, because this has been a large shock, if you will, so some things will continue, some won’t, perhaps leveraging technology to the digital, how you talk to consumers. So, things may become more important than we’ve done in the past. And so, I think even with our e-premise -- e-commerce and e-premise space, the contactless economy, but the digital everything is coming about. And so, that’s going to be areas that we look at too. We’re not sitting and saying, okay, we’re planning on it -- we do expect it to come back to what are those other ways that consumers have changed and will permanently change through this. So, just want you to know that we’re looking at -- reimagine and what things might be in the future.

Lauren Lieberman

Analyst · Lauren Lieberman with Barclays

Okay. Thanks so much.

Operator

Operator

And your final question comes from the line of Chris Pitcher with Redburn.

Chris Pitcher

Analyst · Redburn

Thanks so much. A couple of questions, please. Could you give us a bit more color on how the rollout of Apple has progressed in the COVID environment? You had some accelerating growth in the other Jack Daniel’s brands, which I assume was Apple. I just wanted to get a feel whether you think it’s played to Apple’s hand or it’s hindered perhaps the rollout of that? And then, secondly, in the UK, the investment you’ve put down in terms of sales to distribution over here, again, has the COVID environment meant that that rollout has slowed or do you expect as the on-trade opens up here that that organization has a position to start fully delivering on the plans that you had in place? Thanks.

Lawson Whiting

Analyst · Redburn

All right. I’ll take the Apple one. I mean, in the U.S., it got to 250,000 cases in 8 months in the U.S. So, that’s a very solid intro and we’re happy.

Jane Morreau

Analyst · Redburn

210,000 in the U.S. Globally...

Lawson Whiting

Analyst · Redburn

Okay, 210 in the U.S., which is essentially on plan, if you will. Now, the last couple of months, I’m actually not even sure what happened in the last couple of months of the year with Apple itself. But I mean, I think in general, the brand is on plan, it is being very well received, it has a great taste to it, and these flavors have done well in this COVID environment where consumers are staying home. The flavors are largely off-premise play anyway. And so, they’ve benefited from that. Now, the international expansion on Apple has been hindered by this. It did launch in the UK and in Germany and France and a few others, but we have sort of pulled back a little bit, particularly in markets that have a high on-premise percentage of business, so Italy and Spain and places like that. We just said, let’s not even launch right now; it just doesn’t make any sense in that environment. So, that has slowed the international rollout out. But that’s a matter of timing. I expect that we will begin to bring that into the new markets as conditions open up in some of those places that have really locked down.

Jane Morreau

Analyst · Redburn

Yes. And to answer, Chris, the question first as it relates to the UK. I mean, it definitely has been trying time. We did not project the COVID environment bringing on 100 new employees or so that we have there, so. But, I will say that it showed a lot of agility by a lot of people around the world, we’ve set up our systems and processes. We trained sales guys, all remotely during this time. And I’m proud of everything that has happened with that change, the transition is going very well. We got people in place. We’re able to ship or supply chain and logistics are running. We’ve met with the off-trade. Now, what’s different is the on-trade. As I said earlier, the on-trade is not projected to come back on until July 4th, with significant restrictions. So, that’s a big percentage of our customer base. But, in terms of the transition and shipping and selling and so forth with our off-premise trade, all is going well. And we’re having direct conversations with our key trade stakeholders and getting a better understanding that we didn’t have before when we didn’t have the full insights into what was going into marketplace. So, all is going well in that front.

Operator

Operator

I’ll turn it back over to our speakers for closing remarks.

Leanne Cunningham

Analyst

I would just like to say thank you, Dorothy. And thank you to Lawson and Jane, and to all of you for joining our call today for Brown-Forman’s year--end fiscal 2020. If you have any additional questions, please feel free to contact us. With that we wish you a safe and healthy summer. Thank you.

Operator

Operator

Thank you, ladies and gentlemen, that does conclude today’s conference call. You may now disconnect.