Beam Suntory and Edrington switch distribution firms

Edrington and Beam Suntory have agreed to swap equity stakes in their jointly-owned distributions firms in the UK and Spain. The Macallan owner Edrington will take full ownership of Edrington-Beam Suntory UK, while Beam Suntory will become the owner of Maxxium Spain. The agreement is effective from 2 August 2021, subject to regulatory approval. The move will allow both firms to ‘reduce complexity, improve agility, make decisive investments and expand opportunities for employees as both…

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Top 10 spirits marketing moves in April 2021

From Johnnie Walker and Beam Suntory’s sustainability pledges to Grey Goose’s botanical-inspired film, we look back at some of the best marketing campaigns from April. Spirits brands ramped up their sustainability efforts last month, including Diageo’s Johnnie Walker and Beam Suntory, which both unveiled new green initiatives. Smirnoff vodka teamed up with a comedian to offer thousands of prizes to US drinkers, while Grey Goose unveiled its biggest marketing campaign to date with a new…

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Jim Beam Releases Ready-To-Drink Highball Cocktails

The latest entries in the booming Ready-to-Drink category are the Jim Beam Classic Highball and Jim Beam Ginger Highball. Both have a bourbon base. Jim Beam Classic Highball combines Jim Beam Bourbon, bubbly seltzer and a hint of citrus. Jim Beam Ginger Highball blends Jim Beam Bourbon and ginger ale. Both flavors were inspired by the Highball cocktail, made by mixing chilled Jim Beam Bourbon with ice, highly carbonated soda water or ginger ale. “We know that so many drinkers get tired of beer and crave something refreshing,…

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Beam Suntory invests $1bn in sustainability plan

Maker’s Mark owner Beam Suntory is investing more than US$1 billion in green and social issues as part of its long-term Proof Positive initiative. Beam Suntory has set sustainable goals to go beyond net zero carbon emissions, cut water use by 50% and achieve 100% watershed replenishment. The company will invest US$500 million to engage consumers to make responsible choices, donate 1m volunteer hours, create greater diversity, equity and inclusion within the company, and more.…

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Beam Suntory hires ex-Diageo exec for digital boost

Beam Suntory has appointed former Diageo executive Venky Iyer as vice president – digital products and experience to spearhead the group’s digital expansion. Iyer will be responsible for outlining the strategy to build momentum and ‘rapidly advance’ Beam Suntory’s digital agenda. Jessica Spence, president of brands, said: “Venky will be central to leading the continued evolution of our digital agenda as we further premiumise the digital consumer and customer experience with our business and our…

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