Compañía Licorera de Nicaragua has agreed another change of distributor in Europe for its Nicaraguan rum Flor de Caña, this time in France.
Marie Brizard Wine & Spirits has agreed to take on the brand in the former’s home market from 16 March. The agreement, announced this week, follows January’s appointment of Fratelli Branca Distillerie as Flor de Caña’s distribution partner in Italy.
Marie Brizard, which owns the William Peel blended scotch and Sobieski vodka brands but does not have a rum in its portfolio, will distribute Flor de Caña’s full range, while “leveraging [its] strong commercial capabilities, extensive national coverage and specialised sales teams operating across all distribution channels”.
The company will take over from the domestic distribution unit of cognac producer Camus.
Group CEO Fahd Khadraou said: “We have long been seeking a strong international rum to complement our offering, and Flor de Caña perfectly meets this ambition … .
“Our objective is clear: to make Flor de Caña one of the most dynamic brands on the French market and to build this partnership over the long term, fully aligned with our development strategy.”
In results from the 12 months of last year, announced in February, Marie Brizard booked an 8.6% decline in sales, while highlighting that it had had to undertake “complicated annual trade negotiations with off-trade customers” in France throughout much of 2025.
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