Beam Suntory moves distribution in-house

Beam Suntory is soon to begin distributing its Japanese and Scotch whisky brands in the US and Germany following a terminated contract with Campari.

Beam Suntory will officially move distribution in-house in the US and Germany from 1 July

From July, Beam Suntory – a conglomerate that was officially formed in April this year when Japan’s Suntory Holdings completed its $16 billion acquisition of US company Beam Inc – will distribute Suntory’s whisky portfolio and Midori liqueur in the two markets from 1 July.

The group’s portfolio, which includes the Yamazaki, Hibiki and Hakushu Japanese whiskies and the Morrison Bowmore Scotch brands, was previously handled in the US and Germany by Italian firm Gruppo Campari.

Beam Suntory will be headquartered in Beam’s main office in Deerfield Illinois, creating a stronger distribution presence for Suntory’s portfolio in the US.

As the company’s brands are already distributed together in Japan, the Beam Suntory portfolio will now be combined in markets representing more than 70% of the company’s total net sales.

“This is an important milestone in the integration of the Beam Suntory spirits portfolio,” said Matt Shattock, chairman and CEO of Beam Suntory.

“Our sales force and distributors in the important U.S. and Germany markets are excited to begin selling these growing, high-quality premium Japanese and Scotch whiskies, as well as the dynamic Midori brand.

“We see the opportunity to build a global Japanese whisky category in the years ahead, and this is the first step.”

This move marks the first route-to-market transition since Suntory’s acquisition of Beam was completed, yet distribution is expected to be brought in-house in other markets later this year.