Brown-Forman approached by Sazerac amid potential merger talks, report says

A possible merger between the Louisville-based companies would consolidate two of the city's most prominent spirits companies.

LOUISVILLE, Ky. (WDRB) — Louisville-based Brown-Forman was reportedly approached by spirits company Sazerac amid talks of a possible merger.

Sazerac, also based in Louisville, approached the spirits company about a potential deal, our partners at Louisville Business First reported, citing the Wall Street Journal. Sazerac is the parent company of Buffalo Trace bourbon, Fireball Cinnamon Whisky and BuzzBallz ready-to-drink cocktails.

This comes nearly two weeks after Brown-Forman confirmed it was in talks to merge with Pernod Ricard. The French spirits giant owns more than 200 brands, including Malibu rum, Absolut vodka and Rabbit Hole bourbon.

LBF reported representatives from both companies declined to comment on the report Thursday. When confirming talks with Pernod Ricard, Brown-Forman said it wouldn't comment further unless a deal was finalized, as no agreement was yet reached.

In a previous statement, Brown-Forman said it "regularly explores and evaluates strategic opportunities."

A possible merger between the Louisville-based companies would consolidate two of the city's most prominent spirits companies, LBF reported.

Last year, Brown-Forman announced a corporate restructuring that would cut 12% of its global workforce — about 5,400 people.

The spirits company closed its barrel-making operation in Louisville in April 2025. The closure of the cooperage left 210 workers out of a job. The company said the closure saves about $70 million to $80 million a year.

Brown-Forman, parent company of Old Forester, Woodford Reserve and Jack Daniel’s, operates in 170 countries and employs about 5,000 people worldwide. It is based in Louisville and has operated there for 155 years, making it the fifth-largest public company in the city.