- Sales in closing quarter of 2025 decline by 6.9% to EUR44.6m (US$52.5m)
- Improvement on Q3’s 10.5% top-line slide
- For full-year 2025, sales down 8.6% at EUR172m
Marie Brizard Wine & Spirits has closed out 2025 with a stronger performance in the closing quarter following two consecutive quarters of double-digit sales falls.
The group, which owns the William Peel blended scotch and namesake liqueur brands, announced this week that sales in the three months to the end of December were down by just under 7% year-on-year. The result pulled the company’s full-year sales to -8.6% compared to 2024, an improvement on the 9.2% tumble booked from the first nine months of last year.
The quarter to the end of December benefited from the “gradual resumption of listings” in France for William Peel, one of the blended scotch market leaders in the country. The brand had been embroiled in what Marie Brizard called “complicated annual trade negotiations with off-trade customers” in France throughout much of 2025. The discussions had been resolved by the end of the final quarter, MBWS said.
Domestically, sales in Q4 were down by 12.9% but declined further, by 17.6% over the full year.
Outside of France, the ‘international’ reporting region maintained its low single-digit rate of decline from earlier in the year: the fourth quarter finished at -1.7% and at -1.4% for 2025. One bright spot was the US, where following a tough year-to-date due to increases in import tariffs and destocking activity, the group’s Q4 sales in the country leapt by a third on the corresponding three-month period a year ago.
“The 2025 financial year [to the end of December] was marked by an unstable international environment with an overall negative impact on the economy, as well as persistent tensions in the global wine and spirits market,” MBWS said.
“Conservative risk mitigation measures implemented mid-year to preserve the group’s financial performance as much as possible helped to limit the effects of this overall decline in activity.”
