Sazerac Reportedly Offers $15 Billion to Acquire Major Brands Including Jack Daniel’s, Old Forester and Woodford Reserve

Several bottles already under the Sazerac portfolio are pictured. Could Jack Daniel’s join them? (Photo: BlockBar)

Sazerac has reportedly made a $15 billion offer to acquire Brown-Forman, the parent company of Jack Daniel’s, the Wall Street Journal reported Wednesday.

The report comes less than a week after the Wall Street Journal first reported Sazerac’s interest in Brown-Forman.

The privately held spirits group is said to have offered $32 per share, positioning itself as a competing bidder amid ongoing discussions between Brown-Forman and Pernod Ricard over a potential merger.

If pursued, the deal would mark one of the largest transactions in the global spirits industry in recent years and significantly reshape ownership of major American whiskey brands.

Competing Bids Emerge Amid Industry Pressure

The reported bid underscores intensifying consolidation efforts across the alcohol sector, as producers navigate slowing demand, rising input costs and shifting consumer preferences in key markets.

Sazerac, based in New Orleans, has expanded aggressively over the past decade through acquisitions. The company previously purchased brands including Southern Comfort and Tuaca from Brown-Forman in 2016, along with additional labels from Diageo in 2018.

More recently, Sazerac acquired Svedka Vodka from Constellation Brands in 2024 as part of its broader portfolio growth strategy.

A potential acquisition of Brown-Forman would represent a major escalation in scale, bringing together leading whiskey brands under one corporate umbrella.

Brown-Forman, which has been controlled by the Brown family since its founding in 1870, has recently been the subject of multiple takeover and merger discussions.