LAST REVISED: August 29, 2025
This Cookies & Similar Technologies Policy (“CST Policy”) describes the different types of cookies and similar technologies (“cookies”) that are used by the Brown-Forman Corporation and its affiliated companies (“Brown-Forman”, “we”, “us”, “our”) across our websites, including brownforman.com and our brand sites and online services (together, the “Sites”).
We may change this CST Policy at any time. Please take a look at the “LAST REVISED” legend at the top of this page to see when this CST Policy was last revised. Any changes in this CST Policy will become effective when we make the revised CST Policy available on or through our Sites.
You can learn more about how we collect, use, and otherwise process personal information about you by reading our Privacy Policy. If you have any questions, please contact us by email at [email protected], or write to us at the following address: Brown-Forman Corporation, 45 Mortimer Street, London, W1W 8HJ, England, Attention: Privacy Officer.
1. WHAT ARE COOKIES AND SIMILAR TECHNOLOGIES?
Cookies are a standard feature of websites that allow us to store small amounts of data on your computer about your visit to our Sites. Cookies help us learn which areas of the site are useful and which areas need improvement. For this purpose, we also use technologies similar to cookies, such as pixel tags (see Section 3 of this CST Policy).
You can choose whether to accept the use of cookies and similar technologies in general by changing the settings on your browser, or by changing specific settings for our Sites (as set out in Section 4 of this CST Policy).
If you disable cookies and similar technologies, your experience on our Sites may be diminished and some features may not work as intended.
2. WHAT COOKIES DO WE USE?
Below we list the different types of cookies that are used on our Sites. To the extent any personal information is collected through these cookies, our Privacy Policy applies and complements this CST Policy. Depending on the type of cookie, you may be given the option of whether you wish to allow certain cookies to operate during your use of the Sites.
Functional Cookies
These cookies enable our Sites to provide enhanced functionality and personalization. They may be set by us or third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our Sites. They help us to know which pages are the most and least popular and see how visitors move around our Sites. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our Sites, and will not be able to monitor its performance.
Targeting Cookies
Targeting cookies may be set through our Sites by our advertising partners. These cookies may be used by those companies to build a profile of your interests and show you relevant advertisements on other websites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Strictly Necessary Cookies
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of our Site(s) will not then work. These cookies do not store any personally identifiable information.
3. WHAT SIMILAR TECHNOLOGIES DO WE USE?
Below we list the different types of similar technologies that are used on the Sites. To the extent any personal information is collected through these technologies, our Privacy Policy applies and complements this CST Policy.
Google Analytics. Google Analytics service is provided by Google, Inc. ("Google"). We use Google Analytics to collect anonymized statistics in order to improve our Sites. You can learn about Google’s practices by going to Google Analytics and privacy, and opt out of them by downloading the Google Analytics Opt-out Browser Add-on. We have taken the following measures to protect the data collected through Google Analytics when used in the European Economic Area:
We have concluded a data processing agreement with Google about how Google may process the data collected through Google Analytics;
We have configured Google Analytics settings to mask the last octet of user IP addresses; and
We have configured Google Analytics so that data collected through it is not shared with third parties. We implement Google Analytics via Google Tag Manager, which may also be used to deploy other third-party tags where relevant.
Pixel tags. Pixel tags (also known as web beacons and clear GIFs) are used to, among other things, track the actions of users of the Sites, measure the success of our marketing campaigns, and compile statistics about usage of the Sites and response rates.
Browser or Device Information. Certain information is collected by most browsers or automatically through your device, such as your Media Access Control (MAC) address, computer type (Windows or Mac), screen resolution, operating system name and version, device manufacturer and model, language, Internet browser type and version, and the name and version of the Site(s) you are using. We use this information to ensure that the Sites function properly.
Physical Location. We collect the physical location of your device by, for example, using satellite, cell phone tower, or WiFi signals. We use your device’s physical location to provide you with personalized location-based services and content. We also share your device’s physical location, combined with information about what advertisements you viewed and other information we collect, with our marketing partners to enable them to provide you with more personalized content and to study the effectiveness of advertising campaigns. In some instances, you can allow or deny such uses and sharing of your device’s location, but if you do, we and our marketing partners may not be able to provide you with the applicable personalized services and content.
Device Fingerprinting. In order to be able to offer you content that we believe may interest you based on your activity on the Site(s), and for fraud prevention and authentication purposes, we may also use other technologies that are similar to cookies. For example, we may gather device attributes and combine information collected by most browsers or automatically through your device to create a unique ID that identifies your browser or device to us with reasonable certainty. In this context we may collect, use, and combine the following information:
Number of visits
Last visit
First visit
External IP address
Internal IP address
Screen resolution
Geolocation (latitude/longitude based on IP address)
Device performance benchmark
Device bandwidth benchmark
Device user-agent (browser type, version)
Device capabilities (Modernizer string for browser capabilities)
Device operating system
Device plugins installed
Browser language
Flash enabled or disabled
Device time on file
Keywords used if coming from search engine
Pages visited
Length of visit
Referral page
Mouse cursor position
Mouse clicks
Page scroll position
4. HOW DO I MANAGE COOKIES AND SIMILAR TECHNOLOGIES?
You can change your settings for cookies and similar technologies by editing your Cookie Preferences. To find information relating to other Internet browsers, visit the browser developer’s website. Please be aware that if cookies are disabled, not all features of the Site(s) may operate as intended. Please contact us at [email protected] if you have any questions or concerns.
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