French spirits giant Pernod Ricard is in talks over a £22billion tie-up with US firm Brown-Forman – the maker of Jack Daniel’s.
The deal would bring together some of the world’s best-known drinks brands.
Pernod’s include Absolut Vodka (endorsed by Paris Hilton) and Jameson Irish whiskey. Brown-Forman produces el Jimador tequila and Chambord.
Raising a glass: Pernod’s include Absolut Vodka (endorsed by Paris Hilton, above)
Analysts said a tie-up would make strategic sense in a sector hit by weakening demand and trade tensions.
Russ Mould, investment director at AJ Bell, said: ‘Household budgets are under pressure and people are drinking less for health and lifestyle reasons.’
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