Bowmore owner Beam Suntory officially launched Beam Suntory France on 1 January 2024, with a full team and new office in Paris. 

The company is now directly responsible for the marketing and distribution of Beam Suntory’s portfolio in France.

Anne Miller, general manager of Beam Suntory France, 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.”

The plans for this launch were announced in September 2023. The establishment of the commercial business in France is a part of the company’s global strategic focus on its premium portfolio and efforts to grow its presence in the European market.

In preparation for the launch, the spirits company recruited a team of approximately 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, 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.”

The arrival Beam Suntory France comes after a year of significant expansion for the parent company, including greater investment into its ready-to-drink (RTD) segment and a partnership with Jennifer Lopez.

The multinational also recently named Jamey Martin as its chief diversity, equality and inclusion officer.