Marie Brizard Wine & Spirits is expecting last year’s struggles to fade from view in the months ahead, although the group’s first-quarter sales were down by approaching double digits.
The owner of the namesake cocktail-forward liqueur brand said earlier this week that the first three months of 2026 outran last year’s sales reverse of 8.6%. The quarter to the end of March this year finished down in sales terms by 9.6% at EUR38.7m (US$45.3m).
The French group saw its domestic performance improve, albeit relative to a particularly troublesome 2025, when negotiations with its off-premise customers regarding the flagship William Peel blended scotch resulted in temporary delistings. In the first quarter, France dipped by 3.6%, comparing favourably to 2025’s 17.6% slump in the country. “Brand sales are picking up slowly following the agreement reached in late 2025 after de-listing by certain retailers and the resulting loss of market share,” the company said.
Outside of France, the ‘international’ reporting region posted a 13.8% sales decline, although this was blamed in part on “temporary production stoppages [in Spain] tp allow for the renewal of production equipment”. Inventory reductions in Belgium were noted, although the integration of distributor Interbrands Denmark at the start of December resulted in a 106.8% leap in the country.
“The outlook presented by the group on 16 April this year, when it released its 2025 annual results, remains unchanged, particularly with regard to macroeconomic, geopolitical and sector trends,” Marie Brizard said. “Furthermore, as William Peel has been reinstated across all major retail chains in France since the end of 2025, the group expects that a gradual recovery in sales and market share should help revive a positive trend in France, compared with a particularly low baseline.”
Atthe start of March, the brand owner, which does not have a rum in its portfolio, agreed to assume responsibility for the French distribution of Nicaraguan rum brand Flor de Caña.
