MBWS bolsters distribution in US, China

Marie Brizard Wine & Spirits (MBWS) has strengthened its distribution network in a number of key markets, including the US and China, in an effort to meet its growth targets.

William Peel producer Marie Brizard Wine & Spirits has strengthened its distribution footprint in a number of regions

In the US, MBWS has renewed its contract with Southern Glazers Wine & Spirits which covers 30 states. In addition, the France-based drinks group has also signed a deal with Empire Merchants for the distribution of its brands in New York State. Both agreements will focus on growing Sobieski vodka while supporting other MBWS “pillar” brands.

Meanwhile MBWS has signed a number of deals which see the formation of a “fully-fledged cluster” in Asia following the opening of offices in Japan and Hong Kong this year.

In China, MBWS has inked a deal with COFCO, the country’s largest agro-alimentary company. The strategic partnership covers the import and distribution of William Peel Scotch, Sobieski vodka and Marie Brizard liqueurs across the market from December 2016. According to MBWS, the move backs the company’s business model which is based on the “mainstreamisation” of the Chinese market.

The group has also signed an agreement with HLX for Cognac Gautier in China, Cognac’s second largest market, following the brand’s redesign earlier this year.

In related news, MBWS has also agreed to distribute Choya, a Umeshu brand, in several countries including France.

In Morocco, MBWS has struck up a distribution partnership with the Diana Holding Group through its subsidiary Ebertec. According to the firm, this agreement is a “precursor” to a joint strengthening of the companies’ route-to-market network across Africa.

Finally, in the UK market, MBWS has strengthened its agreement with Conviviality PLC covering the Marie Brizard brand and extending it to Cognac Gautier and Sobieski vodka.

These new agreements follow the recent announcement of the expanded strategic partnership with Eurocash in Poland covering Krupnik and William Peel.