France drags Marie Brizard 2025 revenue down 8.6%
Price hikes for William Peel in France played a key part in the 8.6% revenue decline Marie Brizard Wine & Spirits (MBWS) experienced in its full-year 2025 results.
In the company’s full-year 2025 results, revenue dropped by 8.6% from €188.4 million (US$221.6m) in 2024 to €172.0m (US$202.3m) in 2025.
France was a key contributor to the decrease. The market delivered a 17.6% revenue decline last year, falling from €83.9m (US$98.7m) in 2024 to €69.1m (US$81.3m) in 2025.
International markets fared slightly better, but still experienced overall declines. Combined, international revenue dropped by 1.5% in 2025 to €102.9m (US$121.0m), down from €104.5m (US$122.9m) in 2024.
MBWS attributed the slowdown in France to the William Peel brand, which was delisted by certain distributors, resulting in a loss of market share.
MBWS said this was because of price increases the company introduced for William Peel at the start of 2025 to cover high inflation and maturation costs, which certain partners were not willing to accept.
In contrast, MBWS said the on-trade in France performed well, growing by 35.2% in 2025.
Fourth quarter performance
During the fourth quarter (Q4), revenue in France fell by 12.9% compared with the same period in 2024, and international revenue dipped slightly by 0.9%. Total revenue for Q4 fell by 6.4% to €44.6m (US$52.5m).
Positive markets for MBWS during Q4 included Spain, which saw sales increase by 42.5%, driven by 102% growth in industrial services activity. Full-year revenue was up by 17.6%, with growth across all main activities and brands.
The US also performed well in Q4, delivering 32.9% revenue growth. This was attributed to a bigger contribution from the Marie Brizard brand and economic recovery for Sobieski shipments. However, this did not offset MBWS’s year-long decline in the States (down by 19.4%).
Denmark fell by 25.7% in Q4, Lithuania dropped by 9.3%, Bulgaria posted a 7.2% decline, and Brazil dropped by 36.9%.
MBWS said the 2025 financial year was “marked by an insatiable international environment with an overall negative impact on the economy, as well as persistent tensions in the global wine and spirits market”.
For 2026, the group plans to work towards “conditions for profitable growth, strengthen its presence in key markets, and ensure the overall resilience of its mainstream brands by combining targeted initiatives with agile commercial execution that adapts to consumer demand elasticity while maintaining rigorous cost management”.
In November last year, MBWS bought a controlling stake in distribution company Interbrands Denmark.
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