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Beam Suntory France begins operations

Beam Suntory has confirmed the launch of Beam Suntory France, which is now directly responsible for the marketing and distribution of its spirits portfolio in France.

The announcement follows the company’s prior announcement in September to share its plans to launch its own commercial entity in the country. 

Beam Suntory has recruited a team in Paris with experience and built key in-market capabilities. Approximately 30 employees will work across sales, marketing, finance, and the supply chain. The team includes Anne Miller as general manager, Elodie Pomykala as head of marketing, Henri Charpentier as head of sales, Benoit Vaguer as head of supply chain and Svetlana Makarova as head of finance.

Speaking on the launch, Miller said: “We want to be the leader in premium whisky in France, and we are proud to be able to bring legendary brands like Yamazaki, Hibiki, Laphroaig, Bowmore and Maker’s Mark directly to our customers. We have built a strong, experienced team in Paris, and we are looking forward to building a successful premium business together.

“Paris is a global luxury capital and France is the leading whisky market in Europe. With direct control over our brands in our market, we’ll be able to bring even more value to our customers, operate with greater agility and direct market insights, and ultimately accelerate growth and build brand power in this important market,”

Yuri Grebenkin, president international, Beam Suntory, 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 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.”

12 January 2024 - Bradley Weir