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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