Buffalo Trace Owner Makes a Play for Jack Daniel’s: What a Potential Sazerac Deal Means for Whiskey Fans

Brown-Forman is looking to make deals, Sazerac is up for the job.

BY MOSES JEANFRANCOIS, NEWS WRITER @MOSESJEANS

Workers attach labels to bottles of BrownForman Corp. brand Jack Daniel’s Single Barrel Select Tennessee Whiskey at the company’s distillery in Lynchburg, Tennessee. Photo: Getty Images

Weeks after merger discussions between Brown-Forman and Pernod Ricard, Sazerac is also looking to bet on the company. 

According to a report from The Wall Street Journal, Sazerac has approached Brown-Forman, Jack Daniel’s’ parent company, to strike a potential deal. Brown-Forman is looking for a potential sale or merger due to slowing sales and intense competition in a challenging economic environment for whiskey.  

The merger would represent a new level of collaboration between the two companies; in 2016, Sazerac bought Southern Comfort from Brown-Forman for $534 million. 

Bloomberg reported back in March that Brown-Forman was looking at a possible acquisition from Pernod Ricard, looking to consolidate companies amid industry downturns. 

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Brown-Forman was quick to respond to the situation. “We note the recent market rumors regarding a potential business combination involving Brown‑Forman and Pernod Ricard. Brown‑Forman regularly explores and evaluates strategic opportunities, and can confirm it is engaged in discussions with Pernod Ricard,” the company said in a statement. 

“If agreed and subject to customary approvals, this partnership would be akin to a merger of equals, drawing from the talent and expertise of both companies, and creating value for shareholders.” 

As of 2026, Brown-Forman, a publicly traded company, is worth over $12 billion. Its major brands include Woodford Reserve and Herradura tequila. 

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