Marie Brizard, a source of creativity

Stanislas Ronteix, marketing manager of the Belvédère group that includes the brand Marie Brizard since 2006, reveals the very essence of the house that celebrates its 260 years of existence with a range of 90 flavours.

Stanislas Ronteix, what is significant in the history of Marie Brizard?

Marie Brizard founded in Bordeaux the eponymous house that now is the oldest liqueur producer in France. Marie Brizard's first liqueur has been the anisette. It has been exported from 1763 to Africa and the French Antilles. Other fruit liqueurs have been created later and have become representative of the savoir-faire and innovative spirit of Marie Brizard: Parfait Amour, Fine Orange (1767), Cacao Chouao (1880), Crème de Menthe (1890), Apricot Brandy (1896).

What is the spirit of mind of the house?

Exigency, innovation, conviviality, openmindedness and elegance are our main characteristics.

Which marketing strategy is developed by the brand?

Marie Brizard likes to innovate, propose every year new tastes for its liqueurs and cordials.
Of course bartenders are at the heart of our strategy: they have to know who we are and why we are different, to know our products and discover our innovations … We want them to take up our products and then compose cocktails that consumers will taste and appreciate ...

And your international strategy?

Marie Brizard is present for many years beside the IBA, International Bartender Association, at the Cocktail World Contest. In 2015, Marie Brizard will be in Sofia, Bulgary, as a partner brand of the competition.

Which consumer profiles do you target now?

The House targets several types of consumers, especially the cocktail lovers with its historical range of fruit liqueurs and more recently the range Essence dedicated to sophisticated cocktails with spicy or grassy aromas. It is made for those who love gourmet liqueurs to enjoy plain, on ice, or in long drinks. For the young adults and the consumers who like lighter liqueurs, we have Manzanita, an apple liqueur, and the range BRIZ’ART, fruity liqueurs, with respectively a 18° and 17° proof, to enjoy pure, on ice or in long drinks. The ranges BRIZ’ART and Essence are exclusive for the specialized sector of the bars, restaurants and hotels.

 

 

Stanislas Ronteix

 

And Marie Brizard in figures?

The Belvédère group's turnover was €533.4 million in 2013. It ranks among world's 20 best wine and spirit groups. It employs about 2,500 persons and has some ten production sites.

How many flavours make up the Marie Brizard palette?

For the Marie Brizard liqueurs and cordials, we total 90 flavours out of which 27 for the cordials. Interview by Sarah Canonge

— www.mariebrizard.com —