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MBWS to distribute Paddy Irish whiskey in France

Paris-based Marie Brizard Wine & Spirits (MBWS) has partnered with Sazerac for the distribution of the US group’s Paddy Irish whiskey brand in France.

Paddy is the fourth best-selling Irish whiskey in the world, according to MBWS

The deal is part of a “long-standing” collaboration between French group MBWS and New Orleans-headquartered Sazerac. The companies have worked together on the distribution of Sazerac’s core brands in France and Brazil, as well as the distribution of MBWS brands in the US through Sazerac’s subsidiary 375 Park Avenue Spirits.

According to MBWS, Paddy is the second best-selling Irish whiskey in France and the fourth best-selling Irish whiskey in the world. The Irish whiskey market in France is “dynamic”, MBWS noted.

Andrew Highcock, managing director of MBWS, said: “We are very pleased to welcome the Paddy brand to the spirits family and our growing range of recognised brands.

“We have the opportunity to add a brand that is one of the world’s best-selling Irish whiskeys to the portfolio of spirits that we seek to offer our customers to meet their needs.

“This is also a new collaboration with the Sazerac group, with whom we share a similar culture and a portfolio of complementary brands”.

The distribution agreement will be effective from 1 June 2020.

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