Jack Daniel’s Cuts DEI Efforts Following Conservative Customer Outcry

Decreasing diversity is continuing in the United States of America.

Jack Daniel’s, an iconic American liquor company, is reportedly scrapping its “diversity efforts in the face of angry conservative customers and a potential damaging boycott,” according to Dailymail.

Brown-Forman, the whiskey maker, wrote to employees last week, saying the company was reversing course on its diversity, equity and inclusion (DEI) plans.

The liquor company also said it would “stop linking executive pay to DEI progress and exit an annual ranking of LGBTQ-friendly firms.”

Additionally, it also promised to cut its diversity rules for its suppliers, as well as halt “woke corporate training sessions,” according to a copy of the letter shared on X by anti-DEI activist Robby Starbuck, and also confirmed by Brown-Forman.

Elizabeth Conway, Jack Daniel’s spokeswoman, said the company would decide to "evolve our diversity and inclusion strategy."

And, as of last Thursday, it looks as if the $6.5 billion firm’s webpage on "Diversity & Inclusion" appeared to have been taken down.

This decision comes on the heels of similar moves in recent weeks from Harley-Davison, Tractor Supply, and John Deere, all targeted by Starbuck.

When did this all start? Corporate America implemented DEI plans to assist and reverse historic injustices amid the Black Lives Matter protests back in 2020. But this has caused some friction from opposers of the implementation.

Those advocating it say it assists more women and minorities into jobs and colleges. But opposers argue it “denies opportunities to straight, white, men, even when they’re ‘better’ candidates.”

While polls show broad public support for DEI, there are voters who object to firms getting too much involved in politics.

Also, Conway said the landscape changed since the company launched the DEI efforts in 2019.

“The world has evolved, our business has changed, and the legal and external landscapes has shifted dramatically, particularly within the United States,” she said. “With these new dynamics at play, Brown-Forman must adjust its work to ensure it continues to drive our business results while appropriately recognizing the current environment in which we find ourselves.”

Photo Credit: DepositPhotos.com