April 20 (Reuters) - The family that controls Jack

Daniel's maker Brown-Forman ( BF/A ) favors a potential sale to

French distiller Pernod Ricard over a rival proposal

from American spirits group Sazerac, a person familiar with the

matter told Reuters on Monday.

The family views Pernod as the more prestigious acquirer,

with a portfolio of stronger and more recognizable brands,

according to the person, who asked not to be identified

while discussing private deliberations.

Sazerac, which houses brands such as Corazon tequila and

Svedka vodka, emerged as a fresh bidder for Brown-Forman ( BF/A ) earlier

this month, after Pernod said in March it was in talks about a

possible merger, which would create the world's No. 2 spirits

maker by sales behind London-based Diageo.

The proposed terms, which combine cash and stock, would also

allow the family to retain a meaningful stake and some degree of

influence in the combined company, the source said on Monday.

The Pernod bid being contemplated would be 80% stock and 20%

cash, although it was subject to change, another source told

Reuters on Monday.

Sazerac, controlled by the Goldring family, has offered

Brown-Forman ( BF/A ) about $15 billion, or $32 per share, a source

familiar with the matter said last week.

Unlike Sazerac's more traditional buyout offer, analysts

have said the deal with Pernod could involve a share swap, which

would allow the Brown family to preserve some control over the

iconic bourbon maker it has run since 1870.

Shares of Brown-Forman ( BF/A ), which has a market capitalization of

$13.47 billion, were down about 1% at $28.94 on Monday, while

shares in Pernod, valued at about 17 billion euros ($20.01

billion), were flat.

Pernod, Brown-Forman ( BF/A ) and Sazerac have all declined to

comment. Bloomberg News first reported on Brown-Forman ( BF/A ) favoring

the Pernod deal earlier in the day.

($1 = 0.8494 euros)