Marie Brizard signs deal with Sazerac in France

French company Marie Brizard Wine and Spirits (MBWS) has become the exclusive distributor for Sazerac in France.

MBWS will be responsible for the distribution of Sazerac brands including: Buffalo Trace, Eagle Rare, Sazerac Rye, George T Stagg, Sazerac de Forge Cognac, WL Weller, 1792, EH Taylor, Pappy Van Winkle, Jung & Wulff rum and Peychaud’s cocktail bitters.

Fahd Khadraoui, chief executive officer of MBWS, said: “I am delighted to consolidate our historic partnership with Sazerac. 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.

“Our ambition to develop these brands in the French market is perfectly in line with our group’s medium-term development plans.”

MBWS already distributes a number of Sazerac brands in France, these being Paddy, Fireball and Southern Comfort.

The development of the partnership will help MBWS expand its presence in what it describes as ‘fast-growing segments’, such as Bourbon, rum and the mixology trend.

MBWS already works with teams in several distribution channels, with the Op’team Spirit, La Martiniquaise and Bardinet teams for the off-trade, BLMHD for the on-trade, and Premium Craft Spirits for the network of premium independent wine and liquor stores.

Christophe Beau, managing director of global sales for Sazerac, said: “This new dimension to our partnership with the MBWS group will further consolidate our brands in France.

“I am delighted to continue this collaboration, which is based on the great complementarity of our brand portfolios and a shared determination to accelerate our expansion in the French market.

“Besides, I’d like to thank La Maison Du Whisky for their commitment [to] building our premium brands and developing sales over the last years.”