Suntory takes on the France with its premium whiskies

In a French spirits market that has been in turmoil in supermarkets for two years, the Japanese group Beam Suntory (5.5 billion euros in turnover worldwide) is sharpening its weapons in France to make a place for itself in the premium whisky segment, more protected from the effects of inflation.

Until then distributed in France by the Italian Campari, the group is creating its own subsidiary within our borders to market, directly and from 2024, its Jim Beam and Maker's Mark bourbons, its Japanese whiskies (Yamazaki, Hibiki...) grouped in the concept The House of Suntory, its Laphroaig and Bowmore scotches or its Courvoisier cognac. "As the leading European market for whiskies, behind the United States, France is a strategic country for the group," explains Anne Miller, who came from Hermès to take over the general management of this French subsidiary, which will eventually employ around forty people.

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With 30% of the total spirits market in France...

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