Report: Pernod Exploring Acquisition of B-F

Dear Client: Well this wasn't on our bingo card for 2026: Pernod Ricard is reportedly exploring a potential acquisition of Brown-Forman, reports Bloomberg.  Pernod has "held some initial discussions" with B-F "about a potential combination," according to people familiar with the matter.  It would certainly give Pernod a very strong foothold in American whiskey, while providing B-F with more resources/distribution abroad.  Of course, there's no guarantee a deal like this will come to fruition, but the fact that these talks […] You need a subscription to access this article.Login now or subscribe to get daily industry insights! Log In Remember Me Log In   Forgot Password Don’t have an account yet? SUBSCRIBE