US tariff uncertainty drags Marie Brizard Q1 sales
Tariff uncertainty has resulted in a revenue drop of more than 50% for Marie Brizard Wine & Spirits (MBWS) in the US in the first quarter of 2025.
MBWS described the first quarter (Q1) of 2025 as a ‘complicated quarter’ in the US, particularly for its international strategic brands.
In the US, sales plummeted by 51.3% due to order delays amid the uncertainty surrounding tariff hikes, and MBWS’ distributors choosing to significantly reduce inventory levels.
Overall, MBWS posted a 2.3% drop in sales during the first three months of 2025 compared with the same period in 2024. Sales fell to €42.2 million (US$47.9m).
The French market also dragged Marie Brizard Wines and Spirits’ (MBWS) sales during the first quarter of 2025, where sales fell by 9.9% in Q1 compared with last year.
MBWS said it experienced challenging commercial negotiations in France, resulting in declines in the off-trade. William Peel lost market share – but Marie Brizard was in growth, driven by new listings.
The on-trade in France was more positive, with sales up by €2.5m (US$2.8m) in Q1 2025 versus Q1 2024.
International sales were also more positive for the company. Overall, international sales rose by 3.8% during Q1 2025 compared with 2024.
MBWS noted growth in Spain, which posted a 33.8% increase in Q1, mainly driven by industrial services (up by 38.6%). However, the jump was attributed to an ‘exceptionally sluggish’ Q1 2024, MBWS noted.
Denmark saw a double-digit decline of 15.7% in Q1 2025, while Lithuania dipped by 2.7%. Meanwhile, Bulgaria rose by 7.8%.
Sales were also up in the Africa and Middle East region, Poland, and French overseas departments and territories.
This growth offset declines in shipments to Asia Pacific and Canada.
‘Transition’ year
Looking ahead to the rest of the year, MBWS stated: “The first quarter sales performance has confirmed that 2025 is a year of transition for the group, marked by complex commercial negotiations. These negotiations aim to partly offset the significant increase in the cost price of matured spirits – particularly for Scotch whisky and Cognac – through the necessary price adjustments. Without these price changes, the economic performance of the France cluster could be significantly affected.
“This situation should be seen against a global backdrop still marked by the slowdown in the wine and spirits markets coupled with limited and volatile commercial visibility.
“The group is making every effort to mitigate the impact of these trade tensions, particularly on the French market, in order to achieve a favourable outcome. Meanwhile, the group continues to step up its productivity and cost control measures with a view to supporting economic performance.
“The sector is also exposed to risks of further tariff hikes, the outlines of which remain blurred at this stage, but which are already disrupting trade dynamics on international markets. However, the direct impact on the group could remain limited, given its relatively low exposure to the US market and US products imported into Europe.”
MBWS struggled to keep sales on the up during the fourth quarter of 2024, resulting in a 2.8% decline for its 2024 full financial year.
