Marie Brizard Wine & Spirits reported a solid sales rebound within the on-trade channel in France [1].
This recovery in the hospitality sector provides a critical counterbalance to a general decline in the company's overall revenue streams. As consumers return to bars and restaurants, the on-trade sector becomes a primary driver for growth in the European spirits market.
Financial data for the first half of 2026 shows that the company generated €84.0 million in revenues [3]. This figure represents a 4.4% decrease year-on-year [3]. Despite the overall downward trend for the six-month period, the company said it noted the specific strength of its performance in France's on-trade sector [1].
Recent quarterly data indicates that revenues for the second quarter of 2026 reached €45.3 million [3]. The disparity between the total revenue drop and the French on-trade rebound suggests a mixed performance across different markets and distribution channels, including retail and export sectors, during the first half of the year.
Marie Brizard continues to monitor these trends as it navigates the shifting landscape of the spirits industry. The company's ability to capture the rebound in France's on-trade sector may offset the modest losses seen in its broader financial reporting for the period ending in July 2026.
“Marie Brizard Wine & Spirits reported a solid sales rebound within the on-trade channel in France”
The contrast between a 4.4% drop in total revenue and a rebound in French on-trade sales indicates a divergence between consumer behavior in retail versus hospitality settings. While overall growth is stalling, the recovery of the 'on-trade' sector, where drinks are consumed on the premises, suggests that social consumption is returning to pre-slump levels in France, even if home consumption or other regional markets remain weak.
