New operating name brings company closer to Suntory Group’s global brand
Suntory Beverage & Food Ireland (SBFI) is now the new publicly facing name of Lucozade Ribena Suntory Ireland (LRSI) in a move designed to bring the company closer to the Suntory Group’s global brand identity.
Suntory Beverage & Food Europe (SBFE), a division of Japanese based Suntory Group, one of the world’s leading global drinks companies, has announced that effective September 8, 2020 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 is already renowned for making some of the nation’s most iconic heritage brands – including Lucozade, Ribena and Orangina. These brands remain the heartland of the business, attracting loyal consumers, delivering value for retail partners and 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 (SBFI) signed a distributor agreement with Beam Suntory International whereby SBFI distribute Beam Suntory’s premium spirits portfolio in Ireland, including iconic brands such as Jim Beam®, Maker’s Mark®, Kilbeggan® and Roku Japanese Gin.
Mark Aherne, General Manager, Suntory Beverage & Found Ireland (SBFI), comments “This rebrand is one of the many things we are initiating as part of our Growing for Good vision in Ireland. We’ve been proud members of the Suntory Group, one of the most innovative food and drink companies in the world since 2014 and this name change further demonstrates our commitment to work as One Suntory. Our new name reflects an exciting step for our team, and we look forward to this next phase of growth.”
Peter Harding, Chief Executive Officer at Suntory Beverage & Food Europe, said: “Being part of Suntory is something special. The company was founded in 1899 based on strong values, a belief in giving back to society and a fearless spirit of innovation and entrepreneurship. I couldn’t be prouder today than seeing the Suntory name front and centre of all our business operations across Europe. This signals a cultural shift in our organization, 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 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 world leading 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.
