By Tabitha Evans Moore
Editor & Publisher
LOUISVILLE, Ky. — The parent company of Jack Daniel’s Distillery may be changing hands.
Bloomberg reported today that French spirits giant Pernod Ricard is exploring a potential acquisition of Brown-Forman Corporation the Louisville, Kentucky-based company that owns the Jack Daniel’s brand. According to Bloomberg, the two companies have held initial discussions about a potential combination — though their sourcing is “people familiar with the matter who asked not to be identified” because the information is private. Reuters separately confirmed the talks through its own sourcing — als0 published today.
Brown-Forman shares rose 12 percent on Thursday following the report, with trading briefly paused for volatility. Brown-Forman had not replied to requests for comment as of press time. Brown-Forman’s current market capitalization is roughly $11 billion; Pernod Ricard’s sits at approximately $18 billion.
The potential deal comes as alcoholic beverage companies consider consolidation amid an industry downturn. Pernod Ricard, which owns Jameson Irish whiskey, Absolut vodka, Chivas Regal Scotch, and The Glenlivet among its more than 240 premium brands, has been in an active period of portfolio restructuring — selling off wine assets and smaller brands while doubling down on premium spirits.
Brown-Forman’s portfolio includes Jack Daniel’s Tennessee Whiskey, Woodford Reserve bourbon, Old Forester, and Herradura tequila, among others.
What a deal would mean for the Jack Daniel’s Distillery in Lynchburg — Moore County’s largest employer and the anchor of its tourism economy — is not yet known. Neither company has confirmed the talks or commented publicly, and no deal has been announced. Early-stage discussions do not guarantee a transaction will occur.
The Lynchburg Times will continue to follow this story as it develops. •
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