Exclusive: Seagram’s takeover signals end of drinks interests but Bronfman’s future assured

Seagram’s spirits and wine division will be sold if French media group Vivendi is successful in its takeover of the Canadian group, analysts said. Jeff Meys of ABN-Amro said: “Vivendi has no interest in the spirits business. As no details to the actual deal have been issued, we don’t know if it is a full takeover or Seagram is looking at demerger. Either way, Vivendi don’t want to end up with a drinks company.”