Beam Suntory will open a French subsidiary in January 2024 as the premium spirits maker seeks to strengthen its position in Europe.
Beam Suntory France will establish the company’s own route-to-market strategy in France, with a team across sales, marketing and corporate functions supporting the in-market commercial business.
Yuri Grebenkin, president of Beam Suntory's international unit 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."
Beam Suntory France
The division will be led by Anne Miller, who joined as general manager France in February of this year.
Miller brings extensive commercial and leadership experience, having spent 12 years at various leading FMCG companies in France, including Danone, Orangina Schweppes and Mars.
In 2016, she joined Hermès and was responsible for managing domestic and travel retail markets.
Commenting on her new role, Miller said, "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."
Beam Suntory's current distribution agreement with Campari is due to conclude at the end of 2023.
"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," Miller added.
Beam Suntory's portfolio includes brands such as Jim Beam, Maker’s Mark, Yamazaki, Roku, Bowmore and Courvoisier, among others.