Sazerac Co has strengthened its ties in France with Marie Brizard Wine & Spirits.
The Buffalo Trace brand owner has lined up the transition of more of its “portfolio of premium brands” to the existing distribution arrangement with the French company that currently covers Fireball flavoured American whiskey, Paddy Irish whiskey and the Southern Comfort liqueur. From the start of next year, Marie Brizard will also assume responsibility for Bourbons Buffalo Trace, Eagle Rare, WL Weller, Sazerac Rye, 1792, EH Taylor Jr, George T Stagg and Pappy Van Winkle, as well as Sazerac de Forge Cognac, Jung & Wulff rum and Peychaud’s cocktail bitters.
According to Sazerac’s MD of global sales, Christophe Beau, the brands have been handled in France by La Maison Du Whisky, who Beau thanked for “their commitment in building our premium brands and developing sales [in France] over the last years”.
Marie Brizard CEO Fahd Khadraoui added: “The integration of these brands gives us the opportunity to offer a broader premium range, while covering complementary categories with strong potential on the French market.”
Back in January, Sazerac ruffled feathers in the US when it announced a major break with distribution partner Republic National Distributing Co.
Sazerac Co’s US distribution shake-up sends shockwaves – But, why? – Comment
