03:41 AM EDT, 03/27/2026 (MT Newswires) -- Brown-Forman (BF.A, BF.B) said Thursday it is engaged in merger talks with rival Pernod Ricard.

Brown-Forman described the potential deal as "akin to a merger of equals, drawing from the talent and expertise of both companies, and creating value for shareholders."

The company said that"synergies from the contemplated combination are expected to be significant," adding that the deal would create "a global spirits leader with enhanced scale, a powerful brand portfolio, and a balanced geographic footprint, all anchored by two iconic families."

The company said that no agreement has yet been reached and talks could fail.