(Photo: Sazerac)

The spirits juggernaut behind Buffalo Trace and Pappy Van Winkle is reviving a historic name in Kentucky bourbon at a fraction of the price of its contemporaries.

On Tuesday, Sazerac announced the launch of Glenmore Kentucky Straight Bourbon and Glenmore Kentucky Straight Rye, a pair of whiskeys that pay homage to one of the oldest distilleries in the spirits firm’s ever-expanding portfolio.

Glenmore — not to be confused with Old Glenmore, or any number of other Scotch whisky brands that begin with “Glen” —  was a distillery founded in Owensboro, Kentucky, in the late 19th century. Throughout its over 120-year production history, the facility earned its reputation with flagship brands like Kentucky Tavern and Yellowstone Bourbon, and at one point became one of the few licensed distilleries to bottle medicinal whiskey during Prohibition.

The distillery wound down operations in 1973, exchanged hands to Guinness in 1991 and was eventually purchased by Sazerac in 2009. Though it’s still operated under the Glenmore name, the facility is nowadays used mainly as a bottling plant and the unexpected home of a corporate art collection. The name nonetheless lives on. Collectors can purchase original-era Glenmore bottles for as much as $7,000, with even the brand’s standard six-year bourbon reselling for around $700, at minimum.

Sazerac’s revival takes things in a different direction. For one, Glenmore Rye and Glenmore Bourbon are inspired by, not produced at, the Glenmore Distillery, and are not made from an original-era mashbill or recipe. What’s more, both of the whiskeys are bottled at 100 proof, both are non-age-stated and both cost a mere $20 per bottle.

Glenmore Bourbon is said to balance notes of crème brûlée, toasted marshmallow, vanilla custard, caramelized sugar and toasted pecan, while the Rye reportedly offers classic rye spice balanced by black pepper, toasted grain and subtle sweetness. The Bourbon is now available at retailers, bars and restaurants in the Sazerac distribution network, while the Rye is expected to hit shelves sometime this month.

“The Glenmore name has an incredible history, and we’re honored to help write its next chapter,” Lauren Selman, Global Growth and Innovation Director at Sazerac, remarked in a news release. “There is an entrepreneurial spirit and willingness to innovate that define the Distillery’s history, and we saw an opportunity to give those qualities new life. We’re excited to whiskey fans to try this release and celebrate this new era with us!”

Garrard County Distilling Co. (Photo: Sazerac)

On Friday, Sazerac officially announced its acquisition of the Garrard County Distilling facility in Lancaster, Kentucky, putting the Buffalo Trace owner in control of a distillery that went from a massive independent bourbon project to receivership less than two years after opening.

The acquisition, announced Friday, expands Sazerac’s distilling footprint across Kentucky and gives the company additional production capacity as it looks to keep pace with demand for its spirits portfolio.

The facility opened in January 2024 under Atlanta-based Staghorn and was developed at a cost reportedly exceeding $250 million. Production halted in April 2025 after the company ran into serious financial problems, including a lawsuit from Truist Bank alleging more than $26 million in outstanding debt.

Sazerac’s acquisition had been in the works for months. In February, a Sazerac-affiliated company acquired the majority of Garrard County Distilling’s debt from Truist. In June, that company, Tom Collins Distilling LLC, emerged as the sole bidder in a court-ordered auction and purchased the property for $20 million.

Sazerac has now confirmed that the Lancaster facility is officially part of its operations.

“We’re excited to become part of the Garrard County community,” Sazerac President and CEO Jake Wenz said in a statement.

The company said it expects to hire additional employees at the facility initially, with the workforce expected to grow as operations develop.

A New Chapter for a Troubled Distillery

The 210-acre Garrard County property includes two column stills and two 20,000-square-foot barrel warehouses. Sazerac said it plans to use the existing infrastructure to support production across its broader portfolio.

The facility’s new owner brings considerably more resources to the property than its previous operator.

Garrard County Distilling opened with ambitions of becoming one of Kentucky’s largest independently owned bourbon distilleries. But less than 15 months later, employees were furloughed and production stopped.

Truist Bank sued the company in April 2025, claiming it was owed $26.16 million in principal, interest, late charges and other fees. The distillery also faced lawsuits and liens related to unpaid construction bills.

The company ultimately entered receivership, setting the stage for the court-ordered sale.

The Sazerac deal represents a dramatic change in fortunes for the property. Rather than remaining a shuttered asset, the distillery will now become part of one of the largest spirits producers in the U.S.

The Garrard County acquisition adds to a series of major investments Sazerac has made across Kentucky.

The company owns Buffalo Trace Distillery in Frankfort, Barton 1792 Distillery in Bardstown and The Glenmore Distillery in Owensboro. Sazerac said nearly 3,000 employees are now part of its Kentucky operations.

“We need more supply to keep up with demand, and the addition of the Lancaster facility gives us valuable distilling capabilities to support that growth,” Wenz said.

Sazerac said it has invested approximately $50 million at Barton 1792 over the past five years, including new fermenters, expanded bottling operations and three aging warehouses that increased barrel storage capacity by 25%.

The company also completed a decade-long, $1.2 billion expansion of Buffalo Trace in January 2025. That project added a new still house, boiler house, bottling operation, visitor center, 20 fermenters and 19 aging warehouses.

At Glenmore, Sazerac said it has invested approximately $40 million since 2020 to improve processing, barrel equipment, distillery controls and bottling lines.

The company is also building additional barrel-aging capacity in Kentucky, including new warehouses in Laurel and Taylor counties.

Garrard County Distilling was one of several high-profile Kentucky whiskey projects to encounter financial trouble as the market shifted. The facility’s court-ordered sale ultimately valued the property at a fraction of the more than $250 million reportedly invested in its development.

Sazerac’s $20 million winning bid, made through Tom Collins Distilling, was first reported in June. At the time, the company said the transaction was subject to customary closing procedures and declined to provide details about its plans for the property.

Sazerac has not specified which brands will be produced at Garrard County or when full-scale distilling will resume. But the company says the existing infrastructure will be put to work supporting its broader portfolio, with additional hiring expected as operations expand.

For Garrard County, the acquisition also brings the prospect of turning a major failed bourbon investment into a working distillery and source of local jobs.

“Sazerac’s decision to invest here brings new jobs and economic opportunity to our county while positioning this Distillery for continued growth,” Garrard County Judge Executive Chris Elleman said.

(Photo: Sipa via AP Images)

Brown-Forman has publicly rejected a second takeover proposition from rival spirits firm Sazerac, which had initially offered to buy the Jack Daniel’s maker for $15 billion in April.

After Brown-Forman reportedly rejected that offer in May, Sazerac sent a follow-up letter to the Brown-Forman board doubling down on its previous bid, Reuters reported. Wolf Pen Branch, a collection of Brown family members who own a majority of Class A shares, issued a statement on Sunday saying that it turned down the “unsolicited proposal.”

“We are confident in the strength and competitive position of the business, and believe the company is well-positioned to deliver long-term value for all shareholders,” Wolf Pen Branch wrote. “We have concluded that Sazerac’s proposal does not align with this vision for Brown-Forman’s future.”

Beyond Jack Daniel’s, Brown-Forman is best known as the owner of Woodford Reserve, Old Forester and Herradura Tequila. Sazerac, meanwhile, is responsible for popular bourbons like Buffalo Trace and Pappy Van Winkle, in addition to convenience store staples including Fireball, BuzzBallz and Southern Comfort. Had the two alcohol juggernauts merged, they’d control an estimated 18% of the U.S. spirits market and nearly 40% of American whiskey.

For a time, it seemed the company might settle on a similar agreement with a different rival. Brown-Forman and French spirits giant Pernod Ricard were in talks for a “merger of equals” throughout much of the year, though the deal fell apart due to reported disagreements over family control.

The statement released on Sunday did not rule out the possibility of merger negotiations with other spirits firms. Whether the Brown family will consider yet another proposal, however, is yet to be seen.

The prolific whiskey maker has faced steep losses over the past few years. The company announced that it was laying off 12% of its global workforce in early 2025, and has been hit hard by Canadian provinces’ ongoing boycott of US-made booze. The recent launch of Jack Daniel’s Blackberry helped the firm through a better-than-expected sales quarter, even as its stock price has continued falling to decade-long lows.

Earlier this month, President and CEO Lawson Whiting announced his retirement from the company, effective upon the appointment of a successor. Brown-Forman’s Board of Directors is reportedly considering both internal and external candidates for the position.

Chairman Marshall B. Farrer indicates that the firm is confident in continued long-term growth.

“The company remains focused on executing its strategic plan, including expanding its geographic footprint, building brands that resonate with consumers, and enhancing operational efficiency, while continuing to explore additional opportunities to create sustained value for all shareholders,” Farrer wrote. “We are excited about what lies ahead, including the next chapter of leadership.”

(Photo: Garrard County Distilling Co.)

Sazerac has acquired the former Garrard County Distilling property in Lancaster, Kentucky, after submitting the winning $20 million bid during a court-ordered auction, paving the way for new life at one of the state’s newest bourbon production facilities, LEX 18 reported.

Sazerac’s intentions to purchase the distillery were first reported in March and are now official.

The purchase was made through Tom Collins Distilling, a Sazerac-affiliated company, during a master commissioner sale held Friday in Garrard County. According to court records, Tom Collins Distilling was the sole bidder for the property, which had previously been appraised at more than $27.9 million.

In a statement, Sazerac confirmed the transaction.

“Sazerac Company was the successful bidder in the auction process for Garrard County Distilling,” the company said, per The Spirits Business. “The transaction remains subject to customary closing processes. At this time, we don’t have additional information to share. We will provide more information if and when appropriate.”

Court filings show Tom Collins Distilling became the property’s primary creditor after acquiring its multi-million-dollar debt earlier this year.

Garrard County Distilling began production in January 2024 after being developed by Atlanta-based Staghorn as what was billed as the largest independently owned bourbon distillery in Kentucky. The 210-acre facility, located about 30 minutes south of Lexington, ceased production in April 2025 after financial troubles mounted.

The shutdown followed a lawsuit from Truist Bank seeking to recover approximately $26 million in debt, including unpaid loans, property taxes and liens. The company subsequently entered receivership.

Local officials welcomed news that a major whiskey producer will take control of the site.

“I feel pretty confident it will be a successful venture, just seeing what they’ve done in the past and their history,” Lancaster Mayor Michael Gaffney told LEX 18. “I think it’s really, really important for us to get that thing back up and going.”

Diane Bisher, executive director of the Garrard County Chamber of Commerce, said the dormant distillery had weighed heavily on the community over the past year.

“The judge executive, the mayor, the whole county, the city council, the chamber — everybody’s been waiting to hear the news that we heard today,” she said, according to LEX 18.

The acquisition further expands Sazerac’s presence in Kentucky, where the company owns Buffalo Trace Distillery and several other whiskey operations. While the company has not announced plans for the Garrard County site, the purchase could return one of Kentucky’s newest distilleries to production after more than a year of inactivity.

(Photo: AJ Bond)

Sazerac is officially entering the Tennessee whiskey category

On Monday, the spirits company announced the launch of AJ Bond Tennessee Whiskey, the first Tennessee whiskey release in Sazerac’s history. The new expression was developed by Master Distillers Allisa Henley and the late John Lunn and will debut in Tennessee in June before expanding to additional states later this year.

The launch gives Sazerac a foothold in a category dominated by Jack Daniel’s, the world’s best-selling Tennessee whiskey. The move comes just weeks after reports that Jack Daniel’s owner Brown-Forman rejected a $15 billion takeover offer from Sazerac, a deal that would have united two of Kentucky’s largest whiskey companies.

According to the company, the whiskey has been in development since 2016, when Henley and Lunn set out to create a new Tennessee whiskey using a distinctive production process that combines both pot and column still distillate. Each distillate is charcoal mellowed and aged separately before being blended together.

“We wanted to raise expectations for what Tennessee Whiskey can be,” Henley said in a news release. “Every decision behind this whiskey was driven by a commitment to quality and a belief that innovation and tradition can work hand in hand.”

The whiskey is produced in accordance with Tennessee whiskey standards, including charcoal mellowing with sugar maple charcoal. Sazerac said it also emphasizes local sourcing, using corn from Batey Farms in Murfreesboro and barrels made from Tennessee oak.

Bottled at 95 proof, the whiskey features notes of caramel corn, butterscotch and wedding cake on the nose, followed by baked apple, charred fruit, marzipan, cinnamon and brandied cherry on the palate. The finish is described as long and peppery with lingering honey notes.

Henley said the whiskey also serves as a tribute to Lunn, a longtime Tennessee whiskey maker who helped shape the project.

“John and I built this together over years of shared experience, and this whiskey carries forward his legacy,” she said.

The launch marks the first product from AJ Bond Distillery, located in La Vergne, Tennessee. The name references the partnership between Henley and Lunn and reflects what the company says is a mission to combine Tennessee whiskey traditions with modern innovation.

AJ Bond Tennessee Whiskey will initially launch in Tennessee at a suggested retail price of $39.99 per 750-milliliter bottle. Broader distribution to select U.S. markets is expected later in 2026.

(Photo: SipMARGS)

On Wednesday, American spirits giant Sazerac announced that it has acquired an equity interest in SipMARGS, a canned cocktail brand backed by influencer Alix Earle and lifestyle collective Palm Tree Crew.

The agreement will position Sazerac as the exclusive distributor of the ready-to-drink brand. Founded in 2020, SipMARGS is one of several leaders in the spirits-based canned cocktail boom of the past few years, epitomized by competitors like High Noon and Cutwater. The brand sells margarita drinks in Classic, Coconut, Spicy, Mango and Mezcal varieties, all of which are made with real tequila or mezcal.

Though Earle has been the figurehead investor since she joined the brand in early 2025, she’s not the only celebrity behind the scenes. Other strategic backers include Palm Tree Crew, the lifestyle brand founded by DJ Kygo and manager Myles Shear; sports mogul Michael Rubin; Aoki Labs by Steve Aoki; former executive chairman of Founders Brewing John Green; and Anti Fund, boxer and influencer Jake Paul’s venture capital firm.

Sazerac has not disclosed the size of its investment, though the company says it’s eager to “accelerate” the brand’s “already impressive momentum.”

“Since becoming an investor in the brand, one of the most asked questions from consumers has been when SipMARGS will be available in their city,” Earle remarked in a news release. “This partnership isn’t about expansion for expansion’s sake; it’s about meeting high consumer demand nationwide and we are excited to have the infrastructure needed to expand our markets and distribution.”

It’s the latest in a string of rapid-fire acquisitions and investments that have cemented Sazerac as one of the biggest spenders in today’s alcohol industry.

At the end of April, the Louisiana-based spirits conglomerate announced a strategic partnership and financial investment in 818 Tequila, the agave spirits brand founded by Kendall Jenner. Other moves included its recent acquisition of Dirty Shirley, a canned vodka-spiked Shirley Temple brand, and BuzzBallz, for which Sazerac reportedly shelled out over $500 million.

Some maneuvers, however, have eluded the company. On Tuesday, The Wall Street Journal reported that Jack Daniel’s owner Brown-Forman had rejected a $15 billion takeover proposal from Sazerac. The acquisition had been in talks for months, and was widely speculated to sway in favor of either Sazerac or rival spirits firm Pernod Ricard.

(Photo: Brown-Forman)

Jack Daniel’s owner Brown-Forman has turned down a $15 billion takeover bid from fellow US spirits firm Sazerac, per The Wall Street Journal. The news comes less than two weeks after a similar offer from French spirits giant Pernod Ricard fell apart due to disagreements over family control.

According to the WSJ, representatives from Brown-Forman informed Sazerac on Monday that it was rejecting its all-cash, $32-a-share offer. The proposal, news of which first broke in mid-April, was reportedly backed by Wells Fargo and Apollo Global Management.

Neither Brown-Forman nor Sazerac has publicly confirmed the report.

If successful, the acquisition would have combined two of Louisville’s most prolific whiskey makers under the same roof. Brown-Forman was founded in 1870, and today owns whiskey staples including Jack Daniel’s, Woodford Reserve and Old Forester. Sazerac is best known for high-end bourbon icons Buffalo Trace, Blanton’s and Pappy Van Winkle, in addition to products like Fireball Cinnamon Whisky and Southern Comfort.

For a time, it seemed the Jack Daniel’s owner had been wooed by a competing offer from Pernod Ricard. The companies confirmed that they were engaged in talks in March, describing the potential transaction as a “merger of equals.” According to an anonymous source quoted by Reuters, the Brown family viewed Pernod as “the more prestigious acquirer.”

The blockbuster deal fell apart at the end of April. A report from Semafor suggested that the agreement collapsed not over price, but over family pride. Brown-Forman is largely controlled by the Brown family, which holds about 80% of the company’s voting power, while Pernod remains influenced by the Ricard family, which controls about 21% of the French conglomerate. The two parties reportedly couldn’t agree on how much influence each family would wield in the merged business.

Throughout their months-long negotiations, both Pernod and Brown-Forman publicly addressed their potential merger. Sazerac, meanwhile, has yet to make a statement about its $15 billion offer, leaving much speculation in the hands of second-hand reports.

818 Tequila founder Kendall Jenner with Sazerac President of Sales Amy da Costa, Sazerac CMO Sara Saunders, 818 President Lanay Jacobs, and 818 CMO Kathleen Braine. (Photo: Adrian Martin/818 Tequila)

On Tuesday, Sazerac announced a strategic partnership and financial investment in 818 Tequila, the agave spirits brand founded by Kendall Jenner, alongside an agreement to become its exclusive U.S. sales and distribution partner.

The deal pairs one of the largest privately held spirits companies in the world with a fast-growing celebrity-backed tequila brand that has built traction with younger consumers since its launch five years ago.

According to Sazerac, the partnership is designed to accelerate 818 Tequila’s growth by combining the brand’s cultural relevance with Sazerac’s distribution scale and brand-building capabilities across key U.S. markets.

“818 Tequila stands apart due to its cultural relevance and commercial momentum,” Sazerac Chief Marketing Officer Sara Saunders said in a news release. “We’re energized and looking forward to partnering with 818 Tequila to reach even more consumers.”

Kendall Jenner said the partnership marks a turning point for the brand.

“We’ve built something I’m incredibly proud of, and partnering with Sazerac feels like the perfect next step as we continue to accelerate,” Jenner said.

The move comes during a period of continued momentum in tequila, which has remained one of the strongest-performing categories in spirits even as growth in other segments has slowed.

Sazerac’s portfolio spans more than 550 brands globally, including major whiskey labels such as Buffalo Trace, Eagle Rare and Weller, along with vodka, rum and liqueurs. Adding 818 Tequila strengthens its position in agave spirits, an area where many major companies are looking to expand.

The partnership also comes as Sazerac has been active on the mergers and acquisitions front. Earlier this month, the company was reported to have offered a $15 billion bid to acquire Jack Daniel’s owner Brown-Forman, which is also reportedly in similar discussions with French firm Pernod Ricard.

818 Tequila’s Momentum

818 Tequila has grown rapidly since its debut, driven by Jenner’s global profile and a strong social media-driven identity aimed at younger drinkers. The brand offers a range of expressions, including Blanco, Reposado and Añejo. 818’s portfolio of expressions have largely received middling to poor reviews from critics, but it has grown quickly and substantially nonetheless.

That growth has not come without challenges. Earlier this year, 818 pushed back against a deceptive labeling lawsuit, defending its production practices and transparency. The company has also leaned into marketing innovations, including limited-edition mini bottles tied to viral trends and collaborations designed to reach new audiences.

One such collaboration included a National Tequila Day cocktail with country artist Chris Stapleton, combining 818 Tequila with Traveller Whiskey — perhaps a sign of things to come in hindsight, as Traveller is produced by Sazerac’s Buffalo Trace.

What the Deal Means Going Forward

By handing U.S. distribution to Sazerac, 818 Tequila gains access to a significantly larger sales network, which could help the brand deepen its presence in both on-premise and retail channels.

For Sazerac, the deal adds a high-growth tequila brand with strong consumer recognition — particularly among younger drinkers — as it continues to diversify beyond its core whiskey business.

(Photo: Jack Daniel’s)

The Brown family, owners of Brown-Forman, the corporation behind brands like Jack Daniel’s and Woodford Reserve, reportedly favor a sale to French spirits conglomerate Pernod Ricard over a reported $15 billion bid made by American firm Sazerac, per Bloomberg.

According to a “person familiar with the company’s thinking,” Brown-Forman feels that Pernod Ricard would be a better fit for the culture and aspirations of the company, Bloomberg reported. The nearly $18 billion firm has a larger geographical footprint and more recognizable spirits portfolio than competitor Sazerac, which is currently valued at $9.6 billion and generates approximately 75% of its revenue from North America. Reuters reports that a source said the Brown family views Pernod as “the more prestigious acquirer.”

Of course, money is also a factor. Sources say that Pernod is offering a 80% stock, 20% cash buyout that would offer the Brown family a high degree of autonomy in running the company. Some part of the business would reportedly stay headquartered in Louisville, Kentucky — incidentally, the same city in which Sazerac has its national HQ.

The news follows nearly a month of merger rumors, much of which has remained unconfirmed by the three parties involved.

On the record, we know that Pernod Ricard and Brown-Forman were involved in “initial discussions” in March and have reportedly remained in discussions as recently as last week. The merger would combine two of the strongest spirits firms from across the Atlantic Ocean: Pernod Ricard, responsible for Jameson, Absolut Vodka, Malibu and The Glenlivet; Brown-Forman for Jack Daniel’s, Herradura, Diplomático and The Glendronach.

A wrench was thrown into negotiations last week when The Wall Street Journal reported that Sazerac made a $15 billion, cash-in-hand offer that valued Brown-Forman at $32 per share. Sazerac has not officially confirmed the report.

At the risk of dwelling too much on specific words, it’s intriguing that “prestige” was the phrase used to describe Pernod Ricard vis-à-vis Sazerac. Though its earliest iteration was created in 1805, Pernod Ricard as we know it today wasn’t technically formed until 1975. In contrast, Sazerac was founded in 185o in New Orleans, Louisiana.

In the over century and a half since, Sazerac has tackled the spirits industry with a two-pronged approach. On the one hand, the company owns highly sought-after — and undeniably prestigious — whiskey staples like Buffalo Trace and Pappy Van Winkle. On the other hand, it’s invested heavily into malt-based and ready-to-drink options like Fireball Cinnamon Whisky, Southern Comfort and BuzzBallz.

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.