In 2025, revenue dropped by 8.6% from €188.4 million in 2024 to €172.0 million in 2025. For 2026, the group plans to work towards conditions for profitable growth, strengthen its presence in key markets, and ensure the overall resilience of its mainstream brands. The Marie Brizard brand performed well throughout the year, gaining market share thanks to strong commercial momentum and innovations in the range of flavours which is part of the dynamic of the cocktail category.
Cyborg Score Rationale
The 2025 financial year was marked by an insatiable international environment with an overall negative impact on the economy, as well as persistent tensions in the global wine and spirits market. However, core brands like Marie Brizard show resilience with market share gains. In November last year, MBWS bought a controlling stake in distribution company Interbrands Denmark, indicating strategic acquisition activity.
Top Insights
Against the backdrop of a slowdown in the French spirits market, revenues for the France Cluster amounted to €69.1 million in 2025, down 17.6% compared with 2024.
William Peel brand suffered from delisting by certain distributors and the subsequent loss of market share, but an agreement was reached with the relevant customers at the end of the quarter.
In the US, following a tough year-to-date due to increases in import tariffs and destocking activity, the group's Q4 sales in the country leapt by a third on the corresponding three-month period a year ago.
This was attributed to a bigger contribution from the Marie Brizard brand and economic recovery for Sobieski shipments.
Named Competitors
Blended Scotch Whisky — Global major competitors in spirits market
Vodka Category — Premium and mass-market vodka producers
Cognac/Liqueurs — Established players in premium spirits and liqueurs
Recent Developments
(February 2026) Q4 2025 revenues €44.6 million, down 6.9% YoY; FY 2025 revenues €172.0 million, down 8.6% YoY
(November 2025) Acquired controlling stake in distribution company Interbrands Denmark
(Q4 2025) William Peel distribution agreements renegotiated with French off-trade customers at end of quarter
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