Things You Can Invest In: Whiskey Edition

They say you should invest in what you know. If you’re well-versed in the tech sector, you might think about buying Apple, Amazon, or other related stocks. If you’re a science buff, you might try your hand at biopharmaceutical stocks and hope their medications pass through the FDA.

If you don’t have an expertise in any one field, you might want to invest in a product that everyone buys, regardless of how the market is doing. Sure, you can look into different food brands, grocery stores, and so on, but where’s the fun in that? There’s one product that millions of people enjoy every day, sometimes more than they should. It’s in high demand, even in the worst financial situations, and like the latest iPhone or generic prescription drug, it’s practically flying off the shelf.

I’m talking, of course, about whiskey.

If you drink whiskey, you probably have a particular brand you’re fond of. That brand is probably owned by a major liquor and spirits conglomerate.

Wikimedia Commons/Roger de Lluria
Wikimedia Commons/Roger de Lluria

No, “house whiskey” is not a brand. Get over yourself!

Johnnie Walker, a scotch whiskey, is owned by Diageo, a British company that also owns Captain Morgan, Tanqueray, Baileys, and Guinness, among many other brands.

Flickr/Five Starr Photos

Diageo is the biggest liquor provider in the world, with nearly $17 billion in sales worldwide.

Since the beginning of the year, Diageo’s share price has increased a bit.


They had that whole Brexit thing to deal with and were able to survive despite economic uncertainty in their region. Perhaps it has something to do with the fact that they sell liquor?

Pernod Ricard is a French company. They own Jameson, a popular Irish whiskey, along with Chivas Regal, Absolut, and Beefeater.


They do pretty well for themselves, too, selling over $10 billion worth of liquor around the world each year.

While their stock hasn’t really moved since the beginning of the year, they’re working on establishing a strong customer base in Chinese and Korean markets.


They’re also publicly traded on the Euronext exchange.

Gruppo Campari is an Italian company that owns Campari, along with Wild Turkey whiskey and Skyy vodka.


They do $1.5 billion in sales a year. That’s a lot of Wild Turkey!

The company has been steadily increasing on the Italian stock exchange this year, though they recently took out a massive loan to reduce their costs.invest-in-whiskey-7

Brown-Forman makes Jack Daniels.


They make a lot of other liquors, but for the purpose of this article, Jack Daniels is all you need to know because it’s one of the most well-known liquor brands in America. They also do $3 billion in sales a year.

Unfortunately, Brown-Forman is having trouble breaking out in emerging markets.


This is causing trouble with their stock and making some people cast doubt in the stock’s future performance. Brown-Forman stock is sold in class A and class B shares. Class A shares let the Brown family control a major percentage of the company while remaining public.

These four companies aren’t the only spirits companies around, but they’re four well-known public companies that you can actually buy shares from right now. Before you do, make sure you do your research. Find out how their financial forecast is looking, see what other traders think about them, and consider all the factors that might make them an attractive or unattractive purchase.

Once you’ve done your research and are ready to pull the trigger, buy however many shares you want with your broker of choice, and pour yourself a nice glass of whiskey. You’ve earned it!

Share this with your friends while they’re still sober enough to read.