SB meets… Marie Brizard Wine & Spirits
French producer Marie Brizard Wine & Spirits (MBWS) is dedicated to preserving heritage brands while adapting to consumer needs through innovation. We spoke with international brand director Caroline Alzieu and international brand manager Vanessa Grangier about MBWS’s plans for 2026.
How is MBWS adjusting to the changing market?
We are focusing on what truly creates value: strong brands, clear positioning, and products that respond to consumption moments and evolving usages, balancing legacy and quality. With Marie Brizard, which dates back to 1755, this means reinforcing our expertise in flavours and mixability, while addressing trends such as low-ABV drinking and the popularity of Spritzes. It also includes adapting formats and packaging, with lighter bottles and more relevant sizes, to better align with responsible practices and real-life consumption.
By supporting accessible, fresh and convivial cocktails, we meet today’s expectations for lighter, more social and easy-to-enjoy drinking occasions.
What will be the top trends of 2026?
Flavoured spirits and liqueurs designed for easy mixology will continue to grow, alongside a strong shift toward low-and-no consumption. Marie Brizard is well-positioned through its range of syrups and liqueurs. Our syrups, rooted in natural flavours and barista know-how, are aligned with bars and coffee shop trends, enabling creative non-alcoholic beverage applications. Additionally, our liqueurs allow consumers and bartenders to craft expressive, low-ABV cocktails, responding to the growing demand for lighter, more versatile drinking occasions.
In parallel, flavoured vodkas are gaining momentum, with Sobieski launching its 18% ABV range, including its Moscow Mule, Ice Tea, and Grapefruit variants, to meet the growing demand for lower-alcohol options without compromising on taste or mixability.
How will MBWS ensure the success of its brands in a competitive market?
Success comes from clarity and consistency. For Marie Brizard, this means strengthening our core DNA, flavour expertise and quality ingredients, while staying agile in responding to trends and market needs. This agility is reflected in our ability to adapt to local consumption habits and expectations, whether in Australia, Asia or other key markets, through relevant flavour profiles, formats and usage-driven propositions. Also, Cognac Gautier is strengthening its appeal with new bottle designs for VS and VSOP that refresh the brand while staying true to its heritage.
How is the company investing in innovation?
Innovation in 2026 will focus on targeted, value-creating launches across our key brands. This includes a new 200ml format for Tequila San Jose; new flavours for Marie Brizard syrups, such as Maple Syrup and Pumpkin Spice Syrup; and liqueur innovations including Sakura Liqueur and Pistachio Cream Liqueur, all rooted in the brand’s expertise in taste and mixability. New extensions also bring innovation to the Sobieski flavoured vodka range, designed to meet local market needs. Overall, our approach to innovation prioritises relevance, simplicity, and clearly defined consumption occasions, with execution tailored to each market.
What can consumers expect from MBWS in the next 12 months?
At MBWS, we drive visibility and innovation across our portfolio, while honouring Marie Brizard’s 270-year heritage. 2026 is an important year for the brand, as we enter a new phase with new product launches and a strong ambition to strengthen its presence across multiple channels. This means extending flavours, celebrating our natural ingredients, creating high-quality products that unleash the creativity of bartenders and consumers with simplicity, and revamping all Marie Brizard syrups.
In 2026, we will reinforce brand education through our international mixology and barista ambassador, Nathalie Hobe, who has led educational activations in markets like Nigeria, Greece, and Germany, with initiatives in Morocco and beyond to follow. We will also continue to improve our packaging footprint through lighter bottles and support the brand’s global competition strategy through The Bartenders Society, fostering excellence, visibility, and engagement within the global on-trade community, as well as broader activation projects designed to reinforce Marie Brizard’s visibility, relevance, and connection with both professionals and consumers worldwide.
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