
Eloi Suinot
Analyst
Pernod Ricard/Brown-Forman: A False Good Idea?
The world's number two spirits group and the American whiskey champion are discussing a tie-up, or, to use the terms of Pernod Ricard's press release, a "merger of equals." The news is less surprising for its logic than for its timing. Beyond the strategic rationale, the transaction raises obvious risks.
March 28, 2026 at 05:35 pm
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