Brown-Forman’s stock soared on deal talks. Its valuation had tumbled to financial-crisis levels.

Site SearchClearSEARCHAdvanced Search ➔Search ResultsSymbolsNo results foundAll NewsArticlesVideoPodcasts0 ResultsNo Results FoundAuthorsNo results foundSectionsNo results foundColumnsNo results found Brown-Forman’s stock soared on deal talks. Its valuation had tumbled to financial-crisis levels.The Jack Daniel’s parent is in talks with Paris-based spirits giant Pernod RicardLast Updated: March 27, 2026 at 4:09 a.m. ETFirst Published: March 26, 2026 at 3:42 p.m. ETShareResizeListen(3 min)Shares of Brown-Forman surged Thursday, after Bloomberg reported that Pernod Ricard was looking into a potential acquisition of the Jack Daniel's whiskey parent. Photo: Getty Images/iStockShares of Brown-Forman were having their best day in a year on Thursday, as the struggling parent of Jack Daniel’s whiskey got caught up in merger speculation.The company BF.B, which also sells Herradura tequila, Chambord liqueur and Fords Gin, is being looked at by Paris-based spirits giant Pernod Ricard PRNDY FR:RI as a potential acquisition candidate, Bloomberg reported, citing people familiar with the matter. Pernod Ricard’s brands include Absolut vodka, Beefeater gin and Chivas Regal whiskey. About the Author Tomi KilgoreTomi Kilgore is MarketWatch's Managing Editor, Companies, and is based in New York. You can follow him on Twitter @TomiKilgore.Show Conversation (0)Back To TopA Dow Jones CompanyCopyright © 2026 MarketWatch, Inc. All rights reserved.Terms of UsePrivacy NoticeCookie NoticeArchive MarketwatchCustomer CenterContact UsNewslettersNewsroom RosterVirtual Stock ExchangeMarketWatch GuidesCopyright PolicyManage NotificationsCancel My SubscriptionCompanyDow JonesCode of ConductCorrectionsReprints & LicensingDigital Self ServiceYour Ad ChoicesCorporate SubscriptionsAccessibilityDow Jones NetworkThe Wall Street JournalBarron'sInvestor's Business DailyFinancial News Londonrealtor.comMansion GlobalDow Jones Smart MoneyIntraday Data provided by FACTSET and subject to terms of use. Historical and current end-of-day data provided by FACTSET. All quotes are in local exchange time. Real-time last sale data for U.S. stock quotes reflect trades reported through Nasdaq only. Intraday data delayed at least 15 minutes or per exchange requirements.