Beam Suntory creates French arm

The New York-headquartered firm plans to open Beam Suntory France in January 2024 with a team across sales, marketing and corporate functions, in a bid to establish the company’s own route-to-market strategy within the country.

Yuri Grebenkin, president international, Beam Suntory, said: “The launch of Beam Suntory France represents a significant expansion of Beam Suntory’s footprint in Europe, and is an indication of our long-term confidence in the French market and the potential for our portfolio of premium brands.

“As Beam Suntory’s global footprint continues to mature and expand, we are excited about the future as we aim to become the world’s most admired premium spirits company.”

New leadership

Beam Suntory France will be led by Anne Miller, who joined the firm as general manager for the market in February 2023.

Miller brings commercial and leadership experience, having spent 12 years at various leading FMCG companies in France, including Danone, Orangina Schweppes and Mars, before joining the luxury sector in 2016 at Hermès, where she was responsible for managing domestic and travel retail markets.

Miller commented: “Beam Suntory continues 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 centre 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.”

The transition will take place as the company’s current distribution agreement with Campari Group is due to conclude at the end of 2023.

Miller added: “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.”

Last month, the firm saw sales rise by 10% for the first half of its financial year.

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Credit:

https://www.thespiritsbusiness.com/2023/09/beam-suntory-creates-french-arm/