Marie Brizard to sell Moncigale wine brands, Boisset invests in rosés

Monday October 19 2020 by Vitisphere

The sales offer should be finalised by the end of 2020 or early 2021.The sales offer should be finalised by the end of 2020 or early 2021. - Photo credit : Moncigale

Marie Brizard Wine and Spirits (MBWS) and Les Grands Vins JC Boisset have signed a unilateral promise to purchase 100% of the shares of Moncigale SAS”, announced a press release issued on October 14 by the MBWS group. The move is part of the group’s ongoing restructuring of its business portfolio. “Moncigale's core market lies at the intersection between the buyers’ own brands, private label and wine-based drinks markets. MBWS' mainly spirits-centric positioning does not allow it to leverage the requisite synergies to allow Moncigale to grow”, said the press release. The statement goes on to point to a continued drop in French consumption of flavoured wine-based drinks, which is having a negative impact on Moncigale's sales. They fell by 15% in 2019 to 72.2 million euros.

Grands Vins JC Boisset CEO Jean-François Curie told Vitisphere that for the moment the purchase deal is just an offer: “If it goes through, which we all hope it will, our focus would be on rosé wines, particularly from Provence”. The Burgundy-based firm already has a foothold in the Rhone Valley (Bonpas and Meffre) and in Languedoc (Fortant).

Through Moncigale in Beaucaire (Gard), the group intends to become a major player in Provence. Although Boisset is interested in Moncigale’s wine-based drinks facilities in Beaucaire, the plant could also facilitate new developments, particularly in alternative packaging such as cans, boxes and pouches. There are no plans to make staff redundant as Boisset is intending to leverage synergies with its international sales team to broaden the scope of Moncigale brands, including Mistral Valley, Moncigale and Terra Meridia.




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