BF.B Stock Rallies On Deal Interest From Sazerac Amid Talks With Pernod: Report

Sazerac is a family-owned American distiller known for producing a wide range of spirits.
In this photo illustration, the Brown-Forman Corporation logo is seen displayed on a smartphone screen. (Photo Illustration by Thomas Fuller/SOPA Images/LightRocket via Getty Images)
In this photo illustration, the Brown-Forman Corporation logo is seen displayed on a smartphone screen. (Photo Illustration by Thomas Fuller/SOPA Images/LightRocket via Getty Images)
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Anan Ashraf·Stocktwits
Published Apr 09, 2026   |   12:05 PM EDT
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Shares of Brown-Forman (BF.B) jumped 13% on Thursday following a report that Sazerac recently approached the company for a potential deal.

Wall Street Journal reported on the talks, citing people familiar with the matter. Last month, the paper also reported that the Jack Daniel’s maker is discussing a mostly-stock deal with French spirits-maker Pernod Ricard.

Sazerac is a family-owned American distiller known for producing a wide range of spirits. Its brands include Buffalo Trace bourbon, and Fireball Cinnamon Whisky. 

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