SPI to distribute Beam Suntory throughout Baltics

SPI’s Amber Beverage Group has secured a deal with Beam Suntory to distribute the company’s portfolio in all Baltic states.

Amber Beverage Group will distribute Beam Suntory’s portfolio throughout all Baltic states

Amber Beverage Group was created by SPI Group, owner of Stolichnaya Vodka, last year to manage its “ambitious development plans” in the Baltic region – bringing a number of distribution partners together under one umbrella.

From this month, the group will distribute Beam Suntory’s portfolio throughout all Baltic countries, managing brands such as Maker’s Mark Bourbon, Bowmore Scotch whisky and Courvoisier Cognac.

While SPI has distributed Beam Suntory’s portfolio in Latvia and Lithuania for “several years”, its management will now expand to all Baltic states.

“Becoming ambassadors for and partners with one of the world’s leading spirits producers is a great honour and responsibility at the same time,” said Seymour Ferreira, CEO of Amber Beverage Group.

“Our partnership with Beam Suntory via our distributor companies in Latvia and Lithuania has already been active for several years and we are delighted to expand it from March in the all Baltic States”.

The partnership is thought to allow Amber Beverage Group to expand its footprint in the whisky, Cognac and Tequila segments in the Baltics.

Amber Beverage Group will represent full portfolio of Beam Suntory brands in Estonia and Latvia, and Cognac and Tequila brands in Lithuania.

“We are looking forward to a mutual long-term co-operation with SPI Group to bring our business to the new level in Baltics,” said Torsten Helbig, vice president of EMEA emerging markets of Beam Suntory. “Strong co-operation will lead to growth for both companies.”

Beam Suntory has made a number of changes to its distribution channels following its creation – a result of the merged spirits portfolios of Japan’s Suntory Holdings and US-based Beam Inc.

In June last year, it was revealed that the group would begin to distribute its Japanese and Scotch whisky brands in the US and Germany after it terminated its contract with Campari.