A Brown-Forman and Pernod Ricard merger makes sense, but prepare for a synergistic bloodbath – Comment

What's the saying? 'If you can't see it, then it's not there, but if you can see it, then it's too late.' Something like this crossed my mind yesterday, when word dropped that Brown-Forman and Pernod Ricard were in discussions about potentially merging. 'If you've heard that they're talking,' I mused, 'then they've already decided.'My view of this was affirmed overnight, when the two brand owners issued separate statements saying virtually the same thing: "If agreed," the pair said, "this partnership would be akin to a merger of equals, drawing from the talent and expertise of both companies,