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Marie Brizard set for ‘radical evolution’ at IAADFS

Marie Brizard Wine & Spirits’ (MBWS) eponymous liqueurs and syrups brand will lead the on-stand product focus at the IAADFS duty free exhibition with a “contemporary new look”.

Marie Brizard Wine and Spirits will showcase syrups and liqueurs from its eponymous brand at IAADFS
Marie Brizard Wine and Spirits will showcase syrups and liqueurs from its eponymous brand at IAADFS

The French drinks group is exhibiting at the Orlando trade show for the first time under its new name, with products from the Marie Brizard brand taking centre stage.

Founded in 1755, this year the brand will undergo a “radical revolution” with a contemporary new look. Variants include Fine Anisette and Chocolat Royal, plus a wide range of flavoured liqueurs.

Launched in at the TFWA World Exhibition in Cannes in 2015, MBWS’s “bold and daring” Shotka brand will also be on display at the show. The hemp liqueur is produced using cannabis seeds, and offers a “unique and unexpected taste” without the narcotic effects.

Gautier Cognac, with its newly unveiled brand and packaging design, will additionally be available to view on-stand.

“We are delighted to be exhibiting for the first time in Orlando as Marie Brizard Wine & Spirits,” said Kevin Baker, MBWS global travel retail director.

“We have a strong distribution base and high levels of consumer awareness in the Americas and so we aim to extend this strength into travel retail. We are finalising exciting new brand positioning and strategies for Marie Brizard Liqueurs, Gautier Cognac, and of course will bring the innovative Shotka to share with customers during IAADFS.

“Travel retail buyers are always on the look-out for something fresh and different, and while some retailers may find the idea of Shotka too daring and challenging as a brand concept, some of the more progressive buyers will embrace its potential. Gautier Cognac is a real gem with fantastic heritage and a tremendous number of accolades and awards, making it a perfect Brand for consumers to discover in travel retail.”

The IAADFS Duty Free Show of the Americas will take place from 3-6 April at the Orlando World Center Marriott, Florida. MBWS will exhibit at stand 1409.

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