In both markets, distribution of brands including Yamazaki, Hakushu and Hibiki Japanese whisky, Bowmore and Auchentoshan single-malt scotch whisky and Midori will transition from current third-party distribution arrangements to the company’s own routes to market.
As the company’s brands are already distributed together in Japan, the Beam Suntory portfolio will now be combined in markets representing more than 70% of the company’s total net sales.
Beam Suntory chairman and CEO Matt Shattock said: “This is an important milestone in the integration of the Beam Suntory spirits portfolio.
“Our sales force and distributors in the important US and Germany markets are excited to begin selling these growing, high-quality premium Japanese and Scotch whiskies, as well as the dynamic Midori brand. And our Beam Suntory marketing team is gearing up to help further build these brands and expand consumer demand. We see the opportunity to build a global Japanese whisky category in the years ahead, and this is the first step.”
The US and Germany mark the first route-to-market transitions since the acquisition of Beam by Suntory Holdings, which was completed on April 30.
“We thank Campari for its distribution support and stewardship of the Suntory brands in the US and Germany over the years,” Shattock added.
The company says further route-to-market integration is expected to be completed later this year.