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Brown-Forman (BF.B) Stock Forecast & Price Target

Brown-Forman logo
$30.83 +0.79 (+2.63%)
As of 12:29 PM Eastern
This is a fair market value price provided by Massive. Learn more.

Brown-Forman - Analysts' Recommendations and Stock Price Forecast (2026)

Consensus Rating

Sell
3
Hold
7
Buy
0

Based on 10 Wall Street analysts who have issued ratings for Brown-Forman in the last 12 months, the stock has a consensus rating of "Reduce." Out of the 10 analysts, 3 have given a sell rating, and 7 have given a hold rating for BF.B.

Consensus Price Target

$26.70
-13.40% Downside
According to the 10 analysts' twelve-month price targets for Brown-Forman, the average price target is $26.70. The highest price target for BF.B is $30.00, while the lowest price target for BF.B is $20.00. The average price target represents a forecasted downside of -13.40% from the current price of $30.83.
MarketBeat calculates consensus analyst ratings for stocks using the most recent rating from each Wall Street analyst that has rated a stock within the last twelve months. Each analyst's rating is normalized to a standardized rating score of 1 (sell), 2 (hold), 3 (buy) or 4 (strong buy). Analyst consensus ratings scores are calculated using the mean average of the number of normalized sell, hold, buy and strong buy ratings from Wall Street analysts. Each stock's consensus analyst rating is derived from its calculated consensus ratings score (0 to .5 = Strong Sell, .5 to 1 = Sell, 1 to 1.5 = Reduce, 1.5 to 2.5 = Hold, 2.5 to 3.0 = Moderate Buy, 3.0 to 3.5 = Buy, >3.5 = Strong Buy). MarketBeat's consensus price targets are a mean average of the most recent available price targets set by each analyst that has set a price target for the stock in the last twelve months. MarketBeat's consensus ratings and consensus price targets may differ from those calculated by other firms due to differences in methodology and available data.
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BF.B Analyst Ratings Over Time

TypeCurrent Forecast
11/13/25 to 11/13/26
1 Month Ago
10/14/25 to 10/14/26
3 Months Ago
8/15/25 to 8/15/26
1 Year Ago
11/13/24 to 11/13/25
Strong Buy
0 Strong Buy rating(s)
0 Strong Buy rating(s)
0 Strong Buy rating(s)
0 Strong Buy rating(s)
Buy
0 Buy rating(s)
0 Buy rating(s)
0 Buy rating(s)
2 Buy rating(s)
Hold
7 Hold rating(s)
7 Hold rating(s)
7 Hold rating(s)
6 Hold rating(s)
Sell
3 Sell rating(s)
3 Sell rating(s)
3 Sell rating(s)
2 Sell rating(s)
Consensus Price Target$26.70$26.70$26.20$34.21
Forecasted Upside-13.40% Downside-5.44% Downside-7.66% Downside22.11% Upside
Consensus RatingReduceReduceReduceHold

BF.B Analyst Recommendations By Month

The chart below shows how a company's ratings by analysts have changed over time. Each bar represents the previous year of ratings for that month. Within each bar, the sell ratings are shown in red, the hold ratings are shown in yellow, the buy ratings are shown in green, and the strong buy ratings are shown in dark green.
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BF.B Price Targets by Month

The chart below shows how a company's share price and consensus price target have changed over time. The dark blue line represents the company's actual price. The lighter blue line represents the stock's consensus price target. The even lighter blue range in the background of the two lines represents the low price target and the high price target for each stock.
Skip Chart and View Analyst Price Target HistorySkip Chart & View Price History Table

Brown-Forman Stock vs. The Competition

TypeBrown-FormanConsumer Staples CompaniesBroader Market
Consensus Rating Score
1.70
2.22
2.52
Consensus RatingReduceHoldModerate Buy
Predicted Upside-13.40% Downside36.23% Upside14.12% Upside
News Sentiment Rating
Neutral News

See Recent BF.B News
Positive News
Positive News
Report Date
0 Results
DateBrokerageAnalystActionRatingPrice TargetReport Date
Upside/Downside
Details
9/4/2026
UBS Group AG logo
UBS Group
4 of 5 stars
Peter Grom
2 of 5 stars
Boost TargetNeutral$27.00 ➝ $30.00+10.01%
9/3/2026
Drew Levine
Drew Levine
Not Rated
Lower TargetUnderweight$26.00 ➝ $25.00-8.99%
9/3/2026
TD Cowen logo
TD Cowen
3 of 5 stars
Reiterated RatingHold$29.00+5.55%
9/1/2026Reiterated RatingSector Perform$27.00+1.69%
8/27/2026Boost TargetEqual Weight$27.00 ➝ $28.00+0.94%
8/3/2026Boost TargetNeutral$26.00 ➝ $28.00+0.16%
6/8/2026 UpgradeUnderperform ➝ Neutral$28.00+6.81%
6/5/2026Boost TargetUnderperform$19.00 ➝ $20.00-23.50%
6/5/2026 Initiated CoverageUnderweight$23.00-12.03%
5/13/2026Reiterated RatingMarket Perform$29.00 ➝ $29.00+11.28%
7/9/2025UpgradeStrong Sell ➝ Hold$30.00+5.97%
4/9/2025 UpgradeNeutral ➝ Buy$38.00+20.95%
4/2/2025Initiated CoverageHold$37.50+12.02%
12/16/2024DowngradeBuy ➝ Hold$50.00 ➝ $45.00+0.04%
12/6/2024Initiated CoverageHold

Analyst ratings data on MarketBeat is provided by Benzinga and other data providers. This page was last refreshed on Friday at 12:29 PM ET.


Should I Buy Brown-Forman Stock? BF.B Pros and Cons Explained

These pros and cons were generated based on recent news and financial data from MarketBeat in order to provide readers with the fastest and most accurate insights. They were last updated on Thursday, November 12, 2026. Please send any questions or comments about these Brown-Forman pros and cons to contact@marketbeat.com.

Brown-Forman
Bull Case

green Wall Street bull icon

Here are some ways that investors could benefit from investing in Brown-Forman Co.:

  • The stock is currently trading at $30.06, which is significantly below the $32 per share all-cash offer that Sazerac presented in May and July 2026. This creates a potential valuation floor, as the rejected bid represents a 23% premium over the market price, suggesting that the current share price may be undervalued relative to the interest shown by major industry players.
  • Brown-Forman Co. is a Dividend Aristocrat with a 42-year streak of increasing its cash dividend payout. The current dividend yield is 3.07%, providing a consistent and growing income stream for investors, which is particularly attractive in a market where the company has maintained a manageable debt-to-equity ratio of 0.51.
  • The company demonstrated strong profitability in its most recent reporting period, posting a net margin of approximately 18.42% and a return on equity of 17.80%. This indicates that Brown-Forman Co. is efficiently converting its revenue into profit, a key metric for assessing the financial health and operational efficiency of the business.
  • Brown-Forman Co. owns the iconic Jack Daniel's brand, which remains a dominant force in the American whiskey market. Despite industry headwinds, the company's portfolio includes other brands like Woodford Reserve and Old Forester that are still showing positive sales growth, providing a diversified base of high-margin spirits.
  • The company's low beta of 0.30 suggests that its stock price is less volatile than the overall market. This characteristic can make Brown-Forman Co. a stabilizing component in a diversified portfolio, especially during periods of broader market uncertainty or economic shifts.

Brown-Forman
Bear Case

red Wall Street bear icon

Investors should be bearish about investing in Brown-Forman Co. for these reasons:

  • The spirits industry is facing significant headwinds, with sales of the Jack Daniel's brand showing a 4% decline. This softness is part of a broader trend where alcohol has fallen out of favor among Gen-Z consumers, leading to a challenging operating environment that has caused the stock to fall over 59% in the last five years.
  • Brown-Forman Co. is currently in a leadership vacuum after CEO Lawson Whiting announced his retirement. The company is still in the search process for a successor, which creates uncertainty regarding strategic direction and execution, particularly while the company is navigating a complex control situation and industry changes.
  • The company's dual-class share structure grants the Brown family unassailable control over voting shares, which can limit the ability of public shareholders to influence major corporate decisions. This was evident when the family rejected Sazerac's $15 billion offer, prioritizing their long-term vision over a substantial premium for shareholders.
  • Brown-Forman Co. issued cautious guidance for the upcoming period, citing a challenging operating environment. This suggests that the company expects continued pressure on sales and margins, which could impact future earnings growth and limit the upside potential for the stock.
  • The company's revenue for the most recent quarter was down 1.4% on a year-over-year basis, missing consensus estimates. This decline in top-line growth, combined with the softness in the tequila and whiskey segments, indicates that Brown-Forman Co. is struggling to maintain its market share and drive organic growth in a competitive landscape.

BF.B Forecast - Frequently Asked Questions

According to the research reports of 10 Wall Street equities research analysts, the average twelve-month stock price forecast for Brown-Forman is $26.70, with a high forecast of $30.00 and a low forecast of $20.00.

10 Wall Street equities research analysts have issued "buy," "hold," and "sell" ratings for Brown-Forman in the last year. There are currently 3 sell ratings and 7 hold ratings for the stock. The consensus among Wall Street equities research analysts is that investors should "reduce" BF.B shares.

According to analysts, Brown-Forman's stock has a predicted downside of -13.40% based on their 12-month stock forecasts.

Brown-Forman has been rated by research analysts at Barclays, JPMorgan Chase & Co., Royal Bank Of Canada, TD Cowen, and UBS Group in the past 90 days.

Analysts like Brown-Forman less than other "consumer staples" companies. The consensus rating for Brown-Forman is Reduce while the average consensus rating for "consumer staples" companies is Hold. Learn more on how BF.B compares to other companies.


MarketBeat monitors more than a dozen sources for Brown-Forman analyst ratings, with the most recent rating issued on 9/4/2026.
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