Belvedere to sell Marie Brizard

The Belvedere group has been trying to sell off Marie Brizard and its affiliates for several months now and two potential buyers are coming to the fore.

the drinks business understands that two groups, La Martiniquaise and ThaiBev, are the main contenders to buy Marie Brizard, Berger Pastis and William Peel whisky.

Belvedere is hoping to conclude the sale before the end of the month as it has agreed with the French courts to bring down its debts and, as a result, escape bankruptcy protection.

It is thought that Belvedere is hoping for €235 million from the sale, although an unnamed source told French newspaper Les Echos that the directors would rather keep the brand because of its contribution to the sales figures.

Separate to the sales developments, Marie Brizard has updated its packaging for its flagship Anisette brand, placing greater emphasis on the product’s long-standing reputation as a leading liqueur.

The new design includes a slender, more elegant, bottle and the Marie Brizard medallion and signature engraved into the glass.

Anisette is made using a recipe that has remained unchanged since 1755, utilising eleven Mediterranean plants and spices to complement the green anise base.

Rupert Millar, 23.06.2010