Suntory arrives in France with its premium whiskies

October 12, 2023

Previously distributed by Campari, the Japanese group is now setting up a subsidiary in France to establish itself in the premium whisky market.

While its products were previously distributed in France by the Italian company Campari, the group has decided to set up its own subsidiary in France. From 2024, it will be responsible for the direct marketing of its brands, including Jim Beam and Maker’s Mark bourbons, the Japanese whiskies grouped together under the name The House of Suntory (Yamazaki, Hibiki, etc.), Laphroaig and Bowmore scotches, and Courvoisier cognac.

“As Europe’s leading market for whiskies, France is a strategic country for the group,” explains Anne Miller, a former Hermès employee who has taken on the role of managing director of the new French subsidiary.