March 27, 2026

Pernod Ricard and Brown-Forman in Merger Talks

Pernod Ricard and Brown-Forman have confirmed early-stage talks about a potential merger that could create one of the world's largest spirits companies, with a combined market value of around $30 billion. Both companies have publicly acknowledged the discussions, describing the potential deal as "akin to a merger of equals."

The deal would bring together Jack Daniel's, Woodford Reserve, Chivas Regal, The Glenlivet, Absolut, and Jameson under one roof, uniting two family-controlled businesses that have long guarded their independence. A combined group would offer significant cost savings, particularly in U.S. distribution, and minimal brand overlap to concern competition regulators.

Both companies have faced a prolonged sales slump in the post-pandemic premium spirits market, with added pressure from China's effective ban on Cognac and Canada's boycott of American whiskey. Both sides stress that the talks are at an early stage and no deal is guaranteed.

Anheuser-Busch Doubles Down on Its ‘Total Beverage’ Bet on Southern Glazer’s as Reyes Carves up Rival RNDC

Source: VinePair | 🔗 Read | ▶️ Watch

February 2026 Control State Results

Source: NABCA | 🔗 Read | ▶️ Watch

Saint Sithney Buys Cape Cornwall Rum

Source: The Spirits Business | 🔗 Read | ▶️ Watch

Tilray Strikes RTD Licence Deal With The Magnum Ice Cream Company

Source: Just Drinks | 🔗 Read | ▶️ Watch

George Clooney Launches Non-Alcoholic Beer With Casamigos Co-Founders

Source: The Drinks Business | 🔗 Read

ReserveBar and AccelPay Announce Strategic Merger to Advance Digital Commerce

Source: PR Newswire | 🔗 Read

Share your news

AI for Spirits Marketing Pt. I: The Great Equalizer for Craft Beverage Brands

Source: Park Street | ▶️ Watch

Former Campari CEO’s 6 Steps for Spirits Brand Expansion— Expert Talks

Source: Park Street | 🎧 Listen

AI for Spirits Marketing Pt. II: Putting AI Into Practice for Small Brands

Source: Park Street | ▶️ Watch

Southern Glazer’s Makes Yet Another Acquisition

Source: The Spirits Business | 🔗 Read | ▶️ Watch

Share your news

Late yesterday, Brown-Forman’s shares rose by almost 10% on Wall Street, but Pernod Ricard’s shed 6% in Paris. Today, the French company’s shares have risen by about 3%.

We’d love to hear your thoughts! Send your feedback

to psu@parkstreet.com — we’re always looking to improve.