Beam Suntory targets Kenya with distribution partnership

Edrington Fix Middle East (EFME) and King Beverage have formed a “strategic partnership” to expand Beam Suntory’s portfolio in Kenya, with a focus on Jim Beam and Courvoisier.

EFME and King Beverage will take sole charge of sales, marketing and distribution for Beam Suntory in Kenya

EFME, Edrington’s joint venture with Cyprus-based FIX Wines & Spirits, and local partner, Centrum Capital’s King Beverage, will take sole charge of sales, marketing and distribution in the market, with Jim Beam and Courvoisier earmarked as “top local priorities”

A statement from EFME read: “In Kenya, imported premium spirit brands are growing quickly, driven by demand from the emerging middle class as they embrace the history and heritage of premium international brands.

“With this partnership in place, EFME and King Beverage will be well-placed to accelerate this growth and build Beam Suntory’s brands in this crucial market. Beam Suntory’s full portfolio will be represented in Kenya, but Beam Suntory’s flagship brand, Jim Beam, and Courvoisier will be top local priorities.”

Igor Boyadjian, EFME Managing Director, said: “I am genuinely excited about this new partnership between EFME and King Beverage. Our teams are extremely professional and passionate about Beam Suntory’s brands.

“The potential of the Kenyan market is obvious, and it was critical that we found the right partner to build and execute our ambitious vision for the Beam Suntory portfolio in East Africa.

“I am confident that we will be able to make history together working hand-in-hand to grow our exciting portfolio of Bourbons, Cognac and single malts”.