Case Study: Brown-Forman achieves harmonized global product data and accelerated insights with Semarchy

Managing global data to better understand a full portfolio of brands

Brown-Forman, a global wine and spirits company, faced fragmented product data across regions—losing visibility on more than 80% of products after shipment and seeing thousands of variant records (e.g., over 2,000 Jack Daniels variants) captured with inconsistent conventions. To create a single source of truth, Brown-Forman selected Semarchy and its xDM platform for its rapid implementation, scalability, and intuitive interface.

Semarchy worked with Brown-Forman to build a harmonized product model, address very large fuzzy-match clusters (one cluster had >5,000 records and 200+ clusters exceeded 100 records), and implement workflows where data owners confirm matches and assign IDs to create ID-matched entities. The Semarchy xDM solution delivered a harmonized global dataset that became the preferred source for regional and global teams, improved pricing and marketing decisions, enabled machine-learning forecasting and price-elasticity models, increased trust in downstream reporting, and sped up project timelines.

Brown-Forman

Mike Homer

Senior Manager, Master Data Management