How a Major Merger Could Shake Up the Spirits Industry
Speculation has swirled since February that Pernod Ricard, the world’s second largest spirits conglomerate, could be acquired by Diageo, the world’s largest. There could also be an assist in the form of a joint bid from LVMH, already represented in the spirits world with its Moët Hennessy division.
Together, the two would control over 50 whisky distilleries in Scotland. Whisky fans may commence salivating over a never-before-seen blend involving the best from each portfolio. A Chivas and Johnnie Walker combination, for instance, including key malts from each? It’s absolute conjecture, but it would be hard to imagine the new mega-company forgoing such potential marketing bonanzas. (Barron’s/Penta)