Brown-Forman appoints Jim Peters as Chief Financial Officer
USA – Brown-Forman names Jim Peters as new CFO, highlighting leadership transition as the company navigates declining sales and ongoing macroeconomic challenges.
Brown-Forman Corporation has appointed Jim Peters as executive vice president and chief financial officer, effective March 31, as part of a planned leadership transition.
He will succeed Leanne Cunningham, who is set to retire on May 1 after more than three decades with the company. Cunningham, who became CFO in July 2021, announced her retirement in August last year.
Peters will join the senior executive team and report directly to Lawson Whiting, president and CEO of Brown-Forman Corporation.
Before joining Brown-Forman, Peters served at Whirlpool Corporation, where he most recently held the role of executive vice president leading enterprise transformation initiatives.
He previously served as executive vice president, chief financial and administrative officer, and chief financial officer, overseeing finance, legal, IT and corporate strategy functions.
Earlier in his career, Peters held roles including vice president, corporate controller and chief accounting officer, as well as CFO for North America and EMEA operations at Whirlpool. Prior to joining Whirlpool in 2004, he worked at Limited Brands and Ernst & Young.
Commenting on the appointment, Whiting said Peters brings significant experience in managing financial performance across global markets.
“Jim is a seasoned financial leader who brings a proven track record of driving operational discipline and resilience through complex global cycles,” Whiting said.
“His expertise in navigating margin pressures and volatile consumer demand across North America, Europe and Asia will be invaluable as we navigate today’s macroeconomic headwinds. Beyond his technical depth, Jim is a values-based leader with a strong commitment to developing the next generation of talent.”
Peters said he is looking forward to contributing to the company’s long-term growth strategy.
“I am honoured to join Brown-Forman, a company with such a rich heritage and iconic portfolio of brands. I look forward to working with Lawson and the entire team to build upon the company’s strong foundation and to continue delivering sustainable value for our shareholders and stakeholders worldwide,” he said.
For the first nine months of its fiscal 2026 year, Brown-Forman Corporation reported net sales of US$3 billion, representing a 2% decline on a reported basis, while organic sales remained flat.
The company attributed pressure on performance partly to external factors, with Whiting noting that a ban on US-made alcohol in Canada had “the most significant impact” on organic sales.
In the United States, the company’s largest market, sales declined by 1%, driven by lower volumes, particularly for its flagship Jack Daniel’s whiskey.
Looking ahead, Brown-Forman reaffirmed its full-year outlook, projecting a low-single-digit decline in both organic net sales and operating income.
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