The trend among spirits brand owners to review their distribution arrangements continues, with Beam Suntory switching from Campari Group to in-house in France.
The Jim Beam and Maker’s Mark brand owner will start next year with a new unit in the market. Beam Suntory France will be headed up by the group’s GM for the country, Anne Miller, who started in the role seven months ago.
The creation of the division comes as the distribution with Campari Group in “Europe’s largest whisky market and an important global luxury capital” expires at the end of this year. When contacted by Global Drinks Intel, a spokesperson for Beam Suntory said that the French distribution had previously been handled by Baron Philippe de Rothschild, which was acquired by Campari Group in late 2019.
“We share our sincere thanks to Campari for their partnership and dedication in building our portfolio in France over many years,” said Miller. “They have been outstanding partners and their collaboration during this transition period has been greatly appreciated.”
President of international Yuri Grebenkin added: “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 … .”
Late last month, Brown-Forman added another market to its in-house distribution model, with Slovakia added to the list. The news followed the group’s announcement in June that it will introduce the same arrangement in Japan, pending the expiration of its Asahi partnership in the country,
