Belvederes name-change will be decided at the end of next month

Belvedere's name-change will be decided at the end of next month

Belvédère is set to change its name to Marie Brizard Wine & Spirits.

The French company, which has been battling with debt since 2013, said earlier today that it will put the proposed name to shareholders at their next meeting on 30 June. The move represents "the final step in the (company's) normalisation plan," said CEO Jean-Noël Reynaud.

Among the reasons given for the change are a "clear mission in line with the Marie Brizard brand's DNA" and an "international standing highlighted by the term 'Wine & Spirits' being in English.

Belvedere acquired the owner of the Marie Brizard liqueurs brand, Marie Brizard & Roger International, in 2006.