Beam extends distribution deal with Alcobrands

25th January, 2021 by Nicola Carruthers

Bowmore owner Beam Suntory has expanded its distribution partnership with Alcobrands in Belgium and Luxembourg to cover the firm’s entire portfolio.

Alcobrands will distribute Beam Suntory brands such as Bowmore in Belgium and Luxembourg from April

Based in Antwerp, Belgium, Alcobrands has managed the distribution of a large portion of Beam Suntory’s portfolio in the two markets since 2018. The new agreement between the two firms expands on the existing partnership, with Alcobrands taking responsibility for Beam Suntory’s entire portfolio from 1 April 2021.

The initial deal saw Alcobrands distribute Beam Suntory brands Jim Beam, Roku, Maker’s Mark, Larios, Sipsmith, Courvoisier, Teacher’s, Laphroaig, Haku, Toki, Knob Creek and Basil Hayden.

The expanded agreement will see Alcobrands look after Bowmore, Auchentoshan, Ardmore, Glen Garioch, Connemara, Kilbeggan, Tyrconnell, Yamazaki and Hibiki in the two markets. These brands are currently distributed by Cinoco in Belgium and Luxembourg.

Dirk Boeckx, owner and managing director of Alcobrands, said: “We are thrilled to be renewing our partnership with Beam Suntory and expanding our responsibility for their portfolio to include some of the world’s most sought-after Japanese whiskies and exciting, premium Scotch brands like Auchentoshan and Bowmore.

“With this strengthened relationship and extended portfolio of premium spirits, we are in a great position to continue building the market share of these outstanding brands across Belgium and Luxembourg.”

Beam Suntory said Alcobrands has more than doubled total sales volumes for its brands since the partnership began. The new enhanced deal will put Alcobrands in a better position to leverage its resources and drive growth across Beam Suntory’s entire premium spirits portfolio in these markets, the drinks firm said.

Wout Wolters, Beam Suntory’s commercial manager, Benelux, said: “We are very pleased to build upon our already fruitful relationship with Alcobrands with this new agreement.

“Alcobrands has the expertise, momentum, and the passion to take our portfolio to the next level of growth. Together, we have developed a strategic cooperation model that will utilise the expertise of both of our teams and enable us to win together in this important growth market.

“I would also like to take this opportunity to thank the team at Cinoco NV, who have been a tremendous partner and have played a pivotal role in the growth of our brands in Belgium since 1996.”

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