Reports of a merger of equals between Pernod Ricard and Brown-Forman started the distilled world spirits buzzing a few weeks ago. On March 26, 2026, both Pernod Ricard and Brown-Forman released statements confirming the talks and calling it a possible merger of two equals.
The Wall Street Journal is now reporting that Sazerac Company is expressing an interest in having talks with Brown-Forman about a potential merger of these two American owned spirits giants. As word got out about another possible buyer, Brown-Forman shares jumped 14%.
Brown-Forman’s headquarters are in Louisville, Kentucky while Sazerac’s official home is New Orleans, Louisianna, but its principal business office is also in Louisville, Kentucky. The two companies have a long history of working together and even trading spirits brands and personnel over the years. In 2021, Sazerac acquired Early Times from Brown-Forman.
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Sazerac’s Executive Chairman Mark Brown (no relation to the Brown family of Brown-Forman) worked at both companies. From 1981 to 1992 he served as Director of New Products, National Sales Manager and, eventually, Vice President of Sales and Marketing with Sazerac. Brown left Sazerac and joined Brown-Forman as Senior Vice President and COO of the Select Brands Group for two years. He then spent the next three years as President of the Advancing Markets Group, before returning to Sazerac in June 1997 as President and CEO of Sazerac. He became Executive Chairman for Sazerac in 2023 where he has overseen massive growth for Buffalo Trace Distillery, Barton 1792 Distillery, The Glenmore Distillery, A. Smith Bowman Distillery, and many more of the Sazerac brands.
What Would a Merged Brown-Forman and Sazerac Company be called?
We have no idea if a merger will take place between Brown-Forman and Pernod Ricard, Brown-Forman and Sazerac Company, a new suiter or no merger at all. If a merger does happen, what would the new company be called?
- Pernod Brown Spirits
- Brown Pernod Global Spirits
- Brown Buffalo Distilled Spirits
- Sazerac Brown Global Spirits
What do you think?
We’ll continue to watch and share updates for this ongoing story.
Sazerac Company was founded in 1850 and has thrived as an independent, American family-owned company with operations in the United States and around the world. Since the 2000s, Sazerac has averaged double digit growth every year. Sazerac’s vision is to become one of the industry’s most desired places to be. Sazerac attributes its success to a unique blend of history, culture, brands, relationships, innovation, technology, and its people.
Related Stories
– Brown-Forman and Pernod Ricard Confirm Talks and Possible Merger of Two Equals Mar 2026
– Is Brown-Forman Up for Sale? Reportedly in Talks with Pernod Ricard [VIDEO] Mar 2026
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