Suntory renames European market divisions in realignment

Suntory Group has announced that it is changing the public-facing names of its European market divisions, as part of a realignment strategy.

Suntory Beverage & Food Europe owns major beverage brands including Ribena, Lucozade and Schweppes, which are managed by local market divisions in several European countries.

The company announced that, effective 8 September 2020, all of its local market divisions operating in the region will undergo a commercial name change to unify the organisation.

As part of this strategy, Lucozade Ribena Suntory will now be called Suntory Beverage & Food Great Britain and Ireland.

Meanwhile, Orangina Suntory France will be renamed Suntory Beverage & Food France; Schweppes Suntory Espana to Suntory Beverage & Food Spain; Schweppes Suntory Portugal to Suntory Beverage & Food Portugal; Schweppes Suntory Benelux to Suntory Beverage & Food Benelux, and Orangina Schweppes Polska will be renamed Suntory Beverage & Food Poland.

The legal company name of each local market will not change, according to Suntory.

The company claims that the realignment seeks to bring the companies closer to the Suntory Group’s global brand identity, and a new corporate brand look will reportedly accompany the name changes.

Carol Robert, chief operating officer at  Suntory Beverage & Food Great Britain and Ireland, said: “We’ve been proud members of the Suntory Group since 2014 and this name change further demonstrates our commitment to work as One Suntory, united by our shared Growing for Good vision.

“Our new name reflects an exciting step-change in our business, and I look forward to this next phase of growth delivered with the same passion, purpose and pride we’ve always had.”

Peter Harding, CEO at Suntory Beverage & Food Europe, added: “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 organisation, bringing our employees together to be more connected and collaborative, and working together to deliver better outcomes for our customers and consumers.”