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Marie Brizard launches contemporary redesign

Marie Brizard Wines & Spirits (MBWS) enters a ‘new generation’ this year at the TFWA World Exhibition in Cannes, with a revived new look for its liqueurs range that is creative, modern and guaranteed to impress buyers.

Since its creation in 1763, the Marie Brizard Anisette travelled through the centuries, never going out of fashion. Today, this iconic mix is back with a new look that is synonymous with freedom of mind, non-conformism and refinement. This new look asserts Marie Brizard’s strong personality through a new visual identity that cleverly brings some set traditions into play while breaking others.

The historical slender feminine lines of the bottle, which is a huge part of its success throughout the world, remain unchanged and are even enhanced with multiple facets, for a defined contemporary look.

The aromatic heart of each liqueur is a skilful blend of different spirits or infusions, or even both. This requires a great know-how and the amazing talent of a woman. Marie Gentil, master liqueur maker and an expert of flavours and aromas was both the keeper of Marie Brizard’s secrets and the one person responsible for carrying on her work, she personifies the soul of the brand and its standards of excellence.

Kevin Baker, Marie Brizard’s global travel retail director, says: “Cocktails have been growing dramatically around the world and Marie Brizard is perfectly positioned to reflect that trend in travel retail. We have great tasting signature cocktails, while being the perfect partners as ingredients in any drink creation. The Marie Brizard brand is widely recognised amongst the world’s best mixologists for its quality and versatility and they enter the Marie Brizard Masters global cocktail competition in great numbers, culminating in the final in Bordeaux in November.

“This year’s relaunch sees the unveiling of an exciting new design and activation plans to engage with travellers. The Cannes exhibition provides the opportunity to share those plans with global travel retail customers”.

MBWS will also be showing the new look for its multiple award-winning Gautier range. Recognised as the best cognac in the world for the second year in a row, Gautier has undergone a major strategic makeover, with a new brand personality and package design based on craftsmanship, heritage, unique know-how, and generosity. ‘An accessible craft cognac’ is Gautier’s new brand territory, reflecting a unique and authentic relationship to the natural elements (wood, water, cognac eaux-de-vie) in the cognac making process while the new packaging boasts vivid imagery such as vineyards and rivers, giving a strong and contemporary visual identity.

The controversial and daring Shotka, a premium high strength flavoured vodka targeted at rebellious night-clubbing fans, will also be on display. Without the narcotic effects of this most hotly debated drug, cannabis-flavoured Shotka stands out with its unique and unexpected taste. First launched in Spain during Summer 2015 in a strategic partnership with Matinee Group, one of the most prestigious nightlife companies in the world, Shotka is the focus of a targeted activation program that will run throughout this year. While the ABV of Shotka has been lowered in domestic markets to qualify it as a Hemp Liqueur, the travel retail version retains its high strength of 50% ABV, making it a duty free exclusive.

Also on display will be Sobieski, 100% pure rye Polish vodka with an authentic, rich taste and a silky finish thanks to the high quality of the rye grain used in its production.  Sobieski vodka has seen continuous growth since its international launch in 2001 and has received many prestigious awards.

9 September 2016 - Felicity Murray The Drinks Report, editor