JAPAN-OWNED BEAM SUNTORY TO SET UP FRENCH ARM NEXT YEAR
By Susan Lewis
Source: Beam Suntory
Japanese-owned Beam Suntory will establish a French arm in January 2024 as its current distribution agreement with Campari is due to conclude at the end of 2023.
The new French company will have staffs across sales, marketing and corporate functions, allowing it to exercise its own business strategy.
Beam Suntory - whose brands include Yamazaki, Hakushu, Bowmore, Courvoisier, Jim Beam, and Maker's Mark – said the decision represents a significant expansion of its footprint in Europe and a sign of its long-term confidence in the French market.
Beam Suntory France will be led by Anne Miller, who joined as general manager France in February 2023.
Miller said Beam Suntory will continue to accelerate its premiumisation strategy, which includes building its premium and prestige portfolio in key global cities like Paris.
"France is already an important market for Beam Suntory given its position as a leading global center of luxury and the largest whisky market in Europe. Establishing our own business in France will enable us to improve connectivity with our global brand and functional teams to accelerate growth and bring additional value to our customers," she said
"We share our sincere thanks to Campari for their partnership and dedication in building our portfolio in France over many years. They have been outstanding partners and their collaboration during this transition period has been greatly appreciated," she added.
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