Following the news of a potential merger between Brown-Forman and Pernod Ricard, an industry insider has revealed that beverage company Sazerac may be looking to interlope. 

According to the source, who spoke to Reuters, the US based drinks maker is exploring a deal with Brown-Forman, which is best known for brands including Jack Daniel’s, El Jimador and Old Forester. 

Positioning itself as a rival suitor to Pernod Ricard, this news appears despite talks between Brown-Forman and Pernod Ricard having been ongoing since late March this year. 

Brown-Forman’s latest financial results showed an increase in net sales of 2% in 2025, with bright spots in whiskey-based products and RTDs. 

Shares in the corporation also jumped by almost 15% on 9 April, following reports of Pernod’s approach.

According to Yahoo Finance this morning, the joint interest in Brown-Forman is likely to increase the company’s value even further. 

Speaking to interested investors, the news site noted that courting from multiple major buyers is sure to affect how the market views Brown-Forman. 

While presently there is no evidence as to which direction Brown-Forman will take, analysts this week have spoken out in favour of a deal with Pernod Ricard. 

Brown-Forman itself likewise commented that a partnership with Pernod Ricard would be “akin to a merger of equals”. 

It added: “No agreement has been reached as to the terms of any possible transaction, and there can be no assurance that any such agreement will be reached.”