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17 April, 2026

Sazerac makes $15 billion offer for Brown-Forman as Pernod Ricard says merger talks “ongoing”

US spirits group Sazerac has reportedly offered to purchase Brown-Forman for $15 billion, according to Reuters.

French spirits group Pernod Ricard has reported a return to volume growth in Q3, but with ongoing conflict in the Middle East, has predicted organic net sales to decline by 3-4% for the full year.

Patrón has launched a 100 proof (50% abv) tequila aimed at bartenders in the US.

Indian drinks retailer Maharaja Drinks, has launched a new heritage spirits category in the UK featuring three Feni expressions and a Mahua spirit.

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UK-based mixer brand, Franklin & Sons, has appointed Endurance Brands LLC, part of The Sheehan Family Companies as its exclusive master importer for the US.

Juvé & Camps in the Penedès region of Spain has left the Cava DO and joined Corpinnat as part of its strategy towards value growth.

Global volumes of champagne sales reached 266 million bottles in 2025 which indicated a drop of 2% on the previous year.

NielsenIQ data has revealed sales of alcoholic ready-to-drink (RTD) beverages in Australia’s on-trade have increased by more than a third in two years.

Rémy Cointreau has restructured its senior management team amid a period of difficult trading conditions.

Total beverage alcohol (TBA) saw global declines in 2025, driven by “high inflation, political polarisation and international conflict”, preliminary data from IWSR has revealed.

Derrick Pereira, media veteran and co-founder of Drip Magazine, has launched New Shift, a platform designed to help hospitality workers in the Gulf collaborate.

New Zealand Winegrowers (NZW) has appointed Anishka Jelicich as its next chief executive officer, commencing at the end of July 2026.

Vermont-based whiskey distillery WhistlePig has appointed Cask as its new UK importer and distributor as the brand begins its next chapter of international expansion.

Scottish online whisky auctioneer Whisky Hammer has expanded into Asia with the launch of a new operational hub in Hong Kong, marking its second new international base in under a year.

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Danil Nevsky and Laura Grassulini

Are we missing the real point of on-trade advocacy?

Danil Nevsky and Laura Grassulini discuss the reasons why advocacy is so important when it comes to the bar community

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