Established in 1870 by founder George Garvin Brown, Brown-Forman is a global company that manufactures a premium portfolio of world-renowned brands of liquor and spirits. In addition to the Jack Daniel’s family of brands, Brown-Forman proudly carries Woodford Reserve, Chambord, Old Forester, LBD, Finlandia Vodka, Jagermeister, El Jimador, and Casa Herradura. Brown-Forman is committed to preserving the quality, authenticity and legacy of their products.


  • Merchant: Brown-Forman Australia
  • Industry: Spirits and merchandise
  • Magento Edition: Enterprise
  • Markets Served: Australia
  • Website:
  • Budget: 1500 hours+
  • Number of products: 100+


“As a global company with a presence in more than 160 countries, we were looking for experienced and strategic partners that can help us grow our ecommerce presence globally. The industry leading capabilities of Vaimo and the Magento platform were clear choices, and they have already helped us launch into three markets within the span of 14 months.”


For Brown-Forman, building trust in the quality and delivery of their premium products has always been at the forefront of their business. It’s no surprise then, that with the changing landscape of Australian eCommerce, Brown-Forman wanted to continue that trust by reaching their customers in the most efficient way. Brown-Forman’s non-transactional corporate site was to be replaced by a mobile-first approach that connected with both their B2B and B2C customers personally.


Vaimo built a custom solution for Brown-Forman on the Magento Enterprise platform that features a dual B2C and B2B digital storefront with a mobile-first, responsive design that makes ordering on the go, even in bulk, easy for retailers. The Magento Order Management System is connected to Brown-Forman’s ERP system and logistics system to provide the Magento setting for fulfilment, payment methods, and shipping. The eCommerce-driven web store’s rich content is easily managed by Brown-Forman staff using the Vaimo Content Management System for effortless editing and updating.


  • Age Gate

  • Hidden Menu

  • Custom Help Menu

  • Brands Section Linked to Products

  • Click n’ Collect

  • Engraving & Enforced Engraving

  • Hidden Products/Content for B2C/B2B

  • Shop Our Range Category Widget Shown/Hidden for B2C/B2B

  • RMA – Selects a service point for returns

  • Vaimo CMS

  • OMS Connector linked to SAP (ERP) and TOLL (Logistics)

  • BFAUS Webservice

  • Custom Mapping Rules


While Vaimo did take learnings from the Jack Daniel’s UK web shop (read about our solution here), the user experience is entirely different for the Brown-Forman brand portfolio site with a more direct focus on driving sales. The two teams in two vastly different time zones built strong relationships during the global project and a concrete grasp of the business understanding of what Brown-Forman needed from the site was clearly established. Daily calls ensured that both teams remained on the same page, and the project was delivered in time for Father’s Day in Australia.


Brown-Forman plans to launch the customised B2B channel of their new web shop in the next few months. B2B customers will have a plethora of relevant features, such as a split registration page, views by case prices and specialised products and content. Click n’ Collect will also be activated, which means customers can select a service point for pickup from a map, and RMA, which allows customers to pick a service point for return.


Click here to experience Brown-Forman´s new web site. If you want to know more about this project, don’t hesitate to contact us.

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