Beam Suntory launches Beam Suntory France

By Rachel Arthur

- Last updated on GMT


Related tags Beam Suntory France spirits Jim beam

Beam Suntory will establish its own route-to-market strategy in France with the launch of Beam Suntory France in January 2024: with a team across sales, marketing and corporate functions supporting the in-market commercial business.

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

Beam Suntory – whose brands include Jim Beam, Maker’s Mark, Yamazaki, Roku, Bowmore and Courvoisier – says 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 brings deep 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.  

“Beam Suntory continues to accelerate its premiumization strategy, which includes building its premium and prestige portfolio in key global cities like Paris," said Miller.

"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.” 

“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.”

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