Beam and De Kuyper extend distribution deal

Jim Beam owner Beam Suntory has expanded its distribution partnership with Dutch group De Kuyper in the Netherlands.

On 1 January 2018, De Kuyper took over the distribution for Beam Suntory’s key brands, such as Jim Beam, Makers Mark, Sauza Tequila and Canadian Club, in the Netherlands. After being expanded in September 2018, the deal will be extended again from 1 January 2021 as part of a new strategic partnership between the two firms.

“We are thrilled to extend our partnership with Beam Suntory in the Netherlands,” said Mark de Witte, CEO of De Kuyper. “We have had a very successful and mutually beneficial partnership for three years. Our companies and portfolios are highly complementary and our collaboration with Beam Suntory fits very well in our vision to ‘own the cocktail’.

“We look forward to continuing to increase the market share of Beam Suntory’s outstanding brands in the Netherlands.”

Beam Suntory said De Kuyper has delivered ‘significant growth’ for Beam Suntory’s brands in the Netherlands since the agreement began at the start of 2018, doubling sales for Jim Beam Bourbon over three years.

The extended agreement marks the start of a new strategic partnership model, described as the first of its kind across Beam Suntory’s global markets.

The Netherlands will be the first market to implement Beam Suntory’s new partnership model, which will include ‘increased brand investment and additional resources’ in a bid to drive future growth of the firm’s priority brands and strengthen their position in key channels.

Yuri Grebenkin, Beam Suntory’s managing director for Europe, Middle East and Africa, said: “The Netherlands is an important market for Beam Suntory and we´re pleased to continue our partnership with De Kuyper.

“This is a milestone for us as the Netherlands is the first market where we are implementing our new strategic partnership model, which is focused on mutual, long-term goals and strategic relationships. This model will provide an excellent opportunity to release the long-term potential of our brands and De Kuyper’s expertise on the market.”