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April 5, 2017

“Do you go and buy Chivas Regal at Lidl? I don’t think so” – Interview, Marie Brizard Wine & Spirits’ CEO, Jean-Noël Reynaud

In 2013, Belvedere entered administration after falling into debt thanks to its purchase of the Marie Brizard liqueurs brand. Four years later, the French spirits company - renamed Marie Brizard Wine & Spirits - is debt free. What's more, its William Peel Scotch whisky has just become the top-selling spirits brand in France. Couple that with an entry into China and you have a company back on the up. just-drinks spoke to Marie Brizard's CEO since 2014, Jean-Noël Reynaud, about how he has turned the firm around by shunning premiumisation, as well as the benefits of Brexit. We also asked: Whatever happened to Bruce Willis?

By Patrick Scott

In 2013, Belvedere entered administration after falling into debt thanks to its purchase of the Marie Brizard liqueurs brand. Four years later, the French spirits company – renamed Marie Brizard Wine & Spirits – is debt free. What’s more, its William Peel Scotch whisky has just become the top-selling spirits brand in France. Couple that with an entry into China and you have a company back on the up. just-drinks spoke to Marie Brizard’s CEO since 2014, Jean-Noël Reynaud, about how he has turned the firm around by shunning premiumisation, as well as the benefits of Brexit. We also asked: Whatever happened to Bruce Willis?

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