- Third-quarter sales decline 10.5% to EUR40.9m (US$47.5m)
- Following H1’s -8.5% performance, year-to-date sales fall 9.2% – EUR127.5m
Marie Brizard Wine & Spirits has posted a second consecutive quarter of double-digit sales declines as flagship scotch William Peel continues to struggle in France.
The Paris-headquartered brand owner, which has been tussling with retail operators in its home market of late, saw these issues prevail in the three months to the end of September, as sales fell by 10.5%. Having seen Q2 come in down by 13.7% – and Q1 dip 2.3% – Marie Brizard’s group sales year-to-date stand at -9.2% against the corresponding period in 2024.
William Peel, which has long been the blended scotch market leader in France – one of scotch whisky’s biggest markets in volume terms – has been impacted by rising costs relating to the maturation of spirit, according to its owner. Attempts to pass these costs down the chain to retailers have resulted in the latter’s disapproval, culminating in cases of delisting for the brand throughout much of this year.
Consequently, the company’s “continued sharp decline in sales” from its home market led to Q3 sales finishing down by a “more pronounced” 23.4%. Non-French sales also decreased, albeit by just 1.1% over the three months.
“The group continues to make every effort and maintain ongoing dialogue to mitigate the impact of the recent months’ trade tensions,” Marie Brizard said. “In particular, the objective with certain off-trade chains in France is to achieve a recovery in business activity that is beneficial to all stakeholders and is based on fair and acceptable commercial terms.”
