Drinks giants Pernod Ricard and Brown-Forman have officially announced they are in discussions for a merger.

In statements issued by both companies on 26 March 2026, it was officially announced: ‘If agreed and subject to customary approvals, this partnership would be akin to a merger of equals, drawing from the talent and expertise of both companies, and creating value for shareholders of both companies.'

Pernod Ricard has also said that while no assurances that an agreement would be reached, the contemplated combination would create a global spirits leader with enhanced scale, a powerful brand portfolio, and a balanced geographic footprint, all anchored by two iconic families.

For Brown‑Forman’s side, the company also affirmed the recent market rumours of the merger, adding: ‘Synergies from the contemplated combination are expected to be significant, creating a global spirits leader with enhanced scale, a powerful brand portfolio, and a balanced geographic footprint, all anchored by two iconic families.’

Echoing Pernod Ricard’s note, Brown‑Forman added that: ‘No agreement has been reached as to the terms of any possible transaction, and there can be no assurance that any such agreement will be reached.’

Both companies are now refusing to comment further unless and until an agreement is reached or alternatively, if discussions are terminated.

Pernod Ricard is a global leader in premium spirits and champagne, boasting a prestigious portfolio that includes Absolut, The Glenlivet, Jameson, Martell, and Perrier-Jouët. In fiscal year 2025, the group reported consolidated sales of €10,959 million.

Equivalently, Brown‑Forman Corporation’s premium portfolio spans leading spirits brands, including the Jack Daniel’s family, Woodford Reserve, Old Forester, and Herradura tequila. Their diverse lineup also features The Glendronach Scotch, Diplomático rum, Gin Mare, and Chambord liqueur.

Brown-Forman reported a 2% increase in net sales ($1.1 billion) for the third quarter and first nine months of fiscal year 2026. This growth was bolstered by a 9% rise in travel retail sales, driven by a post-pandemic surge in passenger traffic and strong demand for Jack Daniel’s Tennessee Whiskey.

Kanpai!

88 Bamboo Editorial Team