Breaking down the potential Pernod Ricard, Brown-Forman merger of equals

In late March, Brown-Forman Corporation and Pernod Ricard confirmed they were in talks about a potential merger that would bring together giant brands like Jack Daniels, Herradura, Woodford Reserve, Jameson, Beefeater, Absolut, and Chivas Regal. It would be a formidable lineup, which in terms of spirits sales would rival the scale of Diageo – long the largest spirits business in the history of the universe. Equity analyst Richard Withagen of Kepler Cheuvreux joins us to discuss the details and outlook for this blockbuster deal. Have a question, qualm or story to tell, reach out via email: Bourcard.Nesin@Rabobank.com Sign up to access our written research: RaboResearch sign-up Note: The content and opinions presented within this podcast are not intended as investment advice, and the opinions rendered are that of the individuals and not Rabobank or its affiliates and should not be considered a solicitation or offer to sell or provide services. Disclaimer: Please refer to our global RaboResearch disclaimer at for information about the scope and limitations of the material published on the podcast.

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Breaking down the potential Pernod Ricard, Brown-Forman merger of equals is an episode from Liquid Assets: A Beverage Industry Podcast by Julio Pijnappel.

This episode is 32:16 long.

This episode was published on Apr 8, 2026.

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