Trade Resources Industry Views Marie Brizard to Distribute Sazerac Brands in France

Marie Brizard to Distribute Sazerac Brands in France

Tags: MBWS, Sazerac

American sprits firm Sazerac has selected Marie Brizard Wine & Spirits (MBWS) as distributor for three of its brands in France.

The agreement includes Benchmark, Fireball, and Southern Comfort brands.

The brands add to MBWS' existing portfolio that includes William Peel, William Peel Double Maturation, William Peel Honey, William Peel Delicious Coffee, Sir Pitterson, Glenroger's and Canadian Tippers.

MBWS will lend its brand development expertise to Sazerac in important categories.

Sazerac global sales director Guy May said: "Development of our Benchmark, Fireball and Southern Comfort brands in France are strategic priorities and we are pleased to entrust them to a dynamic team with a proven sales and marketing track record in France."

MBWS CEO Jean-Noel Reynaud said: "This wonderful partnership further strengthens our role as a key player on the French market.

"It illustrates our ability to attract recognized and high-potential brands to our portfolio. I am proud that Sazerac has chosen us."

MBWS is a wine and spirits group situated in Europe and the US. The company has its own distribution network to market its products in France, Poland, the US, Spain, Lithuania, and Brazil and exports its products to several countries.

The company and its Polish subsidiaries have recently implemented the last step of the group's normalization by requesting their exit from the continuation plan five years ahead of schedule.

The partners have undertaken the early repayment of their total debt accepted within the framework of their respective continuation plans.

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