Peters will join the company’s senior executive team and report to president and CEO Lawson Whiting. He succeeds Leanne Cunningham, who will retire on 1 May 2026.

Peters joins from Whirlpool Corporation, where he most recently served as executive vice president leading enterprise transformation initiatives. He previously held the roles of executive vice president, chief financial and administrative officer, and chief financial officer, with responsibility spanning finance, legal, IT and corporate strategy.

Earlier in his career at Whirlpool, Peters served as vice president, corporate controller and chief accounting officer, as well as CFO for both the North American and EMEA regions. Before joining the company in 2004, he held management positions at Limited Brands and Ernst & Young.

Lawson Whiting, president and CEO of Brown-Forman, said: “Jim is a seasoned financial leader who brings a proven track record of driving operational discipline and resilience through complex global cycles".

"His expertise in navigating margin pressures and volatile consumer demand across North America, Europe and Asia will be invaluable as we navigate today’s macroeconomic headwinds. Beyond his technical depth, Jim is a values-based leader with a strong commitment to developing the next generation of talent."

Peters added: “I am honoured to join Brown-Forman, a company with such a rich heritage and iconic portfolio of brands. I look forward to working with Lawson and the entire team to build upon the company's strong foundation and to continue delivering sustainable value for our shareholders