Beam Suntory France Officially Launches, Eyes Leadership in Premium Whisky Market

Beam Suntory, owner of the Bowmore brand, has officially launched operations in France, setting its sights on becoming a leader in the country’s premium whisky market. As of January 1st, 2024, Beam Suntory France is now directly responsible for the marketing and distribution of Beam Suntory’s portfolio in the country.

“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,” said Anne Miller, General Manager of Beam Suntory France.

Plans for this launch were initially announced in September 2023. The establishment of the commercial business in France aligns with the company’s global strategic focus on its premium portfolio and efforts to expand its presence in the European market.

In preparation for the launch, Beam Suntory recruited a team of around 30 people across sales, marketing, finance, and supply chain in Paris. A second management team has been assembled under Miller’s leadership.

Yuri Grebenkin, President International of Beam Suntory, commented on the expansion: “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.”

This development comes after a year of significant growth for the parent company, which included greater investment into its ready-to-drink (RTD) segment and a partnership with Jennifer Lopez. Jamey Martin was also recently named as its Chief Diversity, Equality, and Inclusion Officer.