Jack Daniel's: 80 Proof, Recession Proof

When the going gets tough, the tough get drunk

By Scott Ross
|  Saturday, Dec 6, 2008  |  Updated 9:27 AM CDT
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Has the recession affected your drinking habits?

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Even Halle Berry drinks away her debts now and again.

The economy's in the tank, unemployment's through the roof and the nation's automotive industry is teetering on the edge of the abyss. In the face of such adversity, Americans are choosing the course of action that's gotten them through countless other tragedies; booze.

Brown-Forman Corp., the fine people responsible for the amber elixir known as Jack Daniel's Tennessee Whiskey, just announced their second-quarter profits rose by 11 percent.

For the three months ending Oct. 31, Brown-Forman said its earnings totaled $143.2 million, or 94 cents a share, up from $129.4 million, or 83 cents a share, a year ago.

"These results ... reinforce our belief that premium wines and spirits are an affordable luxury in both good times and bad," said company CEO Paul Varga.

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