A spokeswoman for Seagram said the Seagram executives would not be available for interviews on the changes until they take place July 1.

Launching itself among the drinkers of Ukraine and Russia seemed to Seagram executives an appealing antidote to the slog of fighting for market share in the West.

Seagram executives, who are preparing another foray into the non-alcoholic beverage market, declined to talk about Soho in detail.

Last year, Seagram executives attended a musical assembly featuring the old piano.

A Seagram executive to whom they showed the apparel had this response, Mr. Shore recalled: " 'So it's a cheery little brand, that one.' "

"Seagram's has nothing to do with Ron's interests in C.A.A. at all," said a top Seagram executive, who spoke on condition of anonymity.

Seagram executives quickly countered that their deal was fair because they planned to offer 2,500 francs a share to all Martell shareholders.

Seagram executives declined to be interviewed for this article, even though the numbers are not all bad.

MCA is working on the details of an agreement that would give it the right, though not the obligation, to distribute any "controversial" releases, a Seagram executive said.

"Accounting complications make it difficult to structure such an arrangement," said the Seagram executive, who spoke on condition of anonymity.