Beam Suntory expands De Kuyper deal in Netherlands

Beam Suntory has extended its deal with Dutch drinks group De Kuyper to include the distribution of all its spirits brands in the Netherlands.

De Kuyper will now handle the distribution of Beam Suntory’s spirits brands in the Netherlands

In November last year, De Kuyper took over the distribution for Beam Suntory’s key brands, such as Jim Beam, Makers Mark, Sauza Tequila and Canadian Club, in the Netherlands.

The extended deal will now see the Dutch firm market the entire Beam Suntory spirits portfolio to retailers and the on-trade in the country.

The agreement now includes Courvoisier Cognac, Scotch whisky brands Teacher’s, Laphroaig, The Ardmore and Bowmore, Connemara Irish whiskey and Japanese whiskies Yamazaki and Hibiki.

Mark de Witte, CEO of De Kuyper Royal Distillers, said: “Our ambition is to be the best premium liqueurs and premium spirits partner for trade partners and bar tenders worldwide so that more consumers can enjoy the best cocktails with spirits of De Kuyper.

“That’s why we are continuously looking to strengthen our premium portfolio, whether by great partnerships like the one with Beam Suntory in the Netherlands or our own innovations.

“According to our global vision to ‘Own the Cocktail’ and our long-term growth-strategy we only add brands or innovations which perfectly fit to mix the best cocktails and drive our organic growth.”

Lucien Heusy, national sales director, De Kuyper Royal Distillers, added: “The Beam Suntory portfolio perfectly fits with our strategy and we are convinced that their brands will face serious growth due to our cooperation.

“Strengthened by an improved premium portfolio we are certain that also De Kuyper as a company will accelerate its growth as a result of this partnership.“