Belvedere prepares to return to what was its perimeter two years and a half. At the time, the leaders had laid their hands on Marie Brizard to build a group of spirits of world size with a comprehensive catalog of wines and alcohols. A transaction which had grow 70 viewpoint a coup. But since then, the financial difficulties of the group, which led the tribunal de commerce de Beaune in place in July 16 backup procedure, have turned the. Today, the priority for policy-makers is HDTV Belvedere by transferring assets. A strategy that should lead to resell all or part of Marie Brizard.
All of this Bordeaux society, founded in 1755, is now to give and several candidates have already signalled their interest, learned from concordant sources. One of the featured products for sale is the historic anisette Marie Brizard itself. But for potential acquirers, the nugget of this set is probably William Peel, the largest selling whisky in France, and the eleventh in the world. It is a trademark of entry-level, broadcast mainly in large areas, that could have a vocation to internationalisation. In elapsed 1.8 million cases in 2007. Belvedere is also ready to separate from its other whiskies (Sir Pitterson, Glen Roger's, Canadian's Tippers), various spirits, such as Pastis Berger a somewhat sleepy mark , the Old Lady's gin, cognac Gautier, etc. Several wines (Bodegas Puerto Marques, Duc de Birac, radiance of the Rhône, etc.) are also available. Belvedere could also get rid of the ex-Chais Baucairois, recently renamed "Moncigale", another subsidiary of Marie Brizard which assembled and bottled wines. But this activity appears to be a little adrift: it loses money and numerous employees are parties. Belvedere hopes out of the red in the second half. However, it is perhaps a little premature of the transfer.
If the group manages to shed all its brands, he will thus return to his original profession, vodka. An alcohol growing, it is one of the world's experts, with a very strong presence in Poland, where it holds more than a quarter of the market. The objective of the boss, Jacques Rouvroy is to wear this year Sobieski, its main brand, fifth in the world. It is also strong rise in France, with fairly aggressive prices.
For to get out of debt, Belvedere is continuing also announced negotiations for a long time to yield land in centre of Krakow, which could bring him more than 50 million euros. In total, Jacques Rouvroy aims to reduce net debt of 425 million to 100 million.
In parallel, the pattern and reference shareholder is in "advanced talks" with partners who could take 15 of the capital and accompany the company in the long term, he said Friday. It's a foreign group of the drinks sector and investment fund.
All these changes intended to avoid the bankruptcy of Belvedere nevertheless ask the fingering. Leaders act in effect both under the supervision of the judicial administrator appointed by the Court and under the critical eye of the bondholders. They are rather disgruntled that the company be placed to backup which freezes the debt for at least six months and that its leaders them have so far held in the gap. Friday, branch has however promised to meet them in September.