Following recent press speculation, Pernod Ricard confirms that it is in discussions with Brown-Forman regarding a potential tie-up, subject to mutual agreement and customary approvals.
The partnership would be structured as a merger of equals, creating "a global spirits leader of increased scale, boasting a powerful brand portfolio and benefiting from a balanced geographical footprint, centered around two iconic families."
"Operational synergies would be significant, leveraging Brown-Forman's iconic brands, notably Jack Daniel's, alongside Pernod Ricard's robust distribution network and its exposure to high-growth markets," the group explained.
There is no guarantee that an agreement will be reached. Pernod Ricard does not intend to provide further comment on the matter until a definitive agreement is signed or discussions are terminated.
As a reminder, press rumors regarding these talks between Pernod Ricard and Brown-Forman caused the French spirits group's shares to tumble in late trading on Thursday, closing down approximately 5.7%.
Pernod Ricard is the world's No. 1 in the production and marketing of Premium and Prestige spirits and wines. Net sales break down by family of products as follows:
- spirits and champagnes of strategic international brands (61.3%): Absolut (12.3 million cases sold in 2024/25), Jameson (11.2 million), Ballantine's (9.1 million), Chivas Regal (4.8 million), Ricard (4.2 million), Malibu (4.1 million), Beefeater (3.3 million), Havana Club (3.3 million), Martell (1.9 million), The Glenlivet (1.4 million), Perrier-Jouet (0.3 million) and Royal Salute (0.2 million);
- local strategic brands' spirits (18.4%): Seagram's, Kahlua, Olmeca, Seagram's Gin, Ramazzotti, Imperial, and Pastis 51 brands, etc.;
- speciality brand's craft spirits (7.3%): Italicus, Lillet, Pernod, Suze, Augier, Malfy, Jefferson's, Powers and Redbreast brands, etc.;
- strategic wines (4%): Jacob's Creek, Kenwood, Brancott Estate, Campo Viejo, Church Road, George, St Hugo, Stoneleigh, Ysios and Wyndham brands;
- other (9%).
At the end of June 2025, the group has 94 production sites worldwide.
Net sales are distributed geographically as follows: Europe (28.9%), Americas (28.8%) and other (42.3%).
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