The new name is designed to bring the company closer to the Suntory Group’s global brand identity.
Suntory Beverage & Food Europe, a division of one of the world’s leading global drinks companies, Japanese-based Suntory Group, has announced that all its local markets operating in the region will undergo a commercial name change to unify the organisation.
A new corporate brand look will accompany the name changes to reflect the company’s global identity.
The newly-styled SBFI makes some of the nation’s most iconic heritage brands including Lucozade, Ribena and Orangina. These remain the heartland of the business, supporting the company’s vision of Growing for Good – doing the right thing by society, people and the planet.
Earlier this year Suntory Beverage and Food Ireland signed a distribution agreement with Beam Suntory International whereby SBFI distributes Beam Suntory’s premium spirits portfolio in Ireland including Jim Beam, Maker’s Mark, Kilbeggan and Roku Japanese gin.
“This rebrand is one of the many things we’re initiating as part of our Growing for Good vision in Ireland,” commented SBFI General Manager Mark Aherne. Peter Harding, Chief Executive Officer at Suntory Beverage & Food Europe, said that Suntory was founded in 1899, stating, “This signals a cultural shift in our organisation, bringing our employees together to be more connected and collaborative and working together to deliver better outcomes for our customers and consumers.”
Suntory Beverage & Food Europe operates in more than 60 countries including the EU, overseas EU territories, Northern and West Africa and the British Caribbean. The company has 3,800 employees and operates local production facilities in the UK, France and Spain.
Since becoming part of Suntory Beverage and Food Europe in 2014, the Irish business has benefited from being part of the Suntory Group.
Irish brands like Lucozade and Ribena are on track to become the first drinks to be made from fully sustainable plastic due to ground-breaking research into enzymatic recycling funded by Suntory Beverage & Food Europe.