Jack Daniel’s, owned by Brown-Forman, has announced it will roll back its diversity, equity, and inclusion (DEI) initiatives, following pressure from anti-DEI activist Robby Starbuck. Brown-Forman will cease linking bonuses to DEI progress, stop participating in LGBTQ-friendly rankings, and end efforts to diversify its supplier base. This move is part of a broader trend among several major companies, including Harley-Davidson, John Deere, and Tractor Supply, which have also retracted their DEI policies under similar pressures. Starbuck claims these policy reversals are victories against 'woke' corporate agendas, aligning company practices more closely with their customer bases. The decision reflects a significant shift in the corporate landscape, influenced by changing legal and social dynamics in the United States.