Diageo to bring French distribution in-house
Drinks giant Diageo will take over sole distribution of its brands in France from Moët Hennessy next year.
Previously, the London-headquartered company’s spirits brands were distributed in the country through a joint venture with Paris-based Moët Hennessy (the wine and spirits arm of LVMH), however the firm confirmed that it will recover distribution through its new in-market company, Diageo France.
From 1 January 2025, Johnnie Walker, J&B and Gordon’s gin will be distributed by Diageo France. Other brands were intended to be taken over from a second phase in September 2025 – such as Baileys, Captain Morgan and Smirnoff – but this has also been brought forward to New Year’s Day next year.
Brands already distributed by Diageo France include Tanqueray, Don Julio, Zacapa, Bulleit, Singleton, Lagavulin and Seedlip.
The in-market company was set up to manage Diageo’s spirits brands within the country.
In a statement, Diageo said: “After many years of collaboration, allowing Moët Hennessy and Diageo to evolve and grow, the distribution of the Moët Hennessy and Diageo portfolios in France will be fully differentiated as of January 1st 2025, at which time their commercial cooperation through Moët Hennessy Diageo France will be concluded.”
Diageo holds a 34% share in Moët Hennessy, which is said to be unaffected by the move.
The two companies asserted that they will maintain a strong partnership and will continue to work together in other markets.
Diageo’s sales in Europe rose by 3% in the last six months of 2024.
A report in February revealed that Diageo contributes more than €13 billion (US$14bn) to Europe’s economy every year.
Recently, the company offloaded Safari liqueur to Portuguese firm Casa Redondo and sold Pampero rum to Italy’s Gruppo Montenegro.
Fellow drinks giant Suntory Global Spirits established its first subsidiary in France this year.
Related news
Crown Royal unveils rum-finished Marquis
Diageo GB appoints marketing and innovations director
Johnnie Walker and Olivier Rousteing create $20,000 whiskies
