Former Whirlpool CFO Jim Peters Named Finance Chief at Brown-Forman

Longtime Whirlpool executive takes on new role at global spirits company

Mar. 16, 2026 at 7:47pm

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Jim Peters, who previously served as chief financial officer at Whirlpool Corporation for nearly a decade, has been named the new CFO of Brown-Forman, the Louisville-based company best known for its Jack Daniel's Tennessee whiskey brand. Peters will succeed longtime Brown-Forman finance chief Leanne Cunningham, who plans to retire in May after over 30 years with the company.

Why it matters

This move represents a significant transition for Peters, who spent over two decades at Whirlpool, and marks his entry into the global spirits industry as Brown-Forman navigates a challenging operating environment due to economic volatility and cautious consumer spending.

The details

Peters joined Whirlpool in 2002 and was named CFO in 2016 after previously serving in various senior finance roles across the company's global operations. He stepped down as Whirlpool's CFO at the end of 2025 as part of a leadership transition and will officially leave the company on March 30 before joining Brown-Forman on March 31. At Brown-Forman, Peters will take over financial leadership as the spirits maker, known for brands like Jack Daniel's, faces a challenging global environment for the alcohol industry.

  • Peters will officially leave Whirlpool on March 30, 2026.
  • Peters will join Brown-Forman as CFO effective March 31, 2026.
  • Leanne Cunningham, Brown-Forman's longtime finance chief, plans to retire on May 1, 2026.

The players

Jim Peters

A longtime executive who previously served as chief financial officer at Whirlpool Corporation for nearly a decade.

Leanne Cunningham

The longtime finance chief at Brown-Forman who plans to retire on May 1, 2026 after over 30 years with the company.

Brown-Forman

The Louisville-based company best known as the maker of Jack Daniel's Tennessee whiskey.

Whirlpool Corporation

The Benton Harbor-based company where Jim Peters spent over two decades, including nearly a decade as the chief financial officer.

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What’s next

Peters will officially take over as Brown-Forman's new CFO on March 31, 2026, succeeding Leanne Cunningham who will retire on May 1, 2026 after over 30 years with the company.

The takeaway

Jim Peters' move from Whirlpool's CFO role to become the new finance chief at Brown-Forman represents a high-profile transition as the longtime Whirlpool executive enters the global spirits industry, which is facing economic headwinds, to help guide the maker of Jack Daniel's through a challenging operating environment.