Lucozade Ribena Suntory Ireland has changed its name to Suntory Beverage & Food Ireland (SBFI) to bring the company closer to the Suntory Group's global brand identity.
As reported by drinksindustryireland.ie, Suntory Beverage & Food Europe has announced that all of its local markets will change their names to unify the organisation, and a new corporate brand look will accompany the name changes to reflect Suntory's global identity.
"Growing For Good"
Drinksindustryireland.ie quotes SBFI general manager Mark Aherne as saying, "This rebrand is one of the many things we're initiating as part of our 'growing for good' vision in Ireland."
"Cultural Shift"
Meanwhile, Suntory Beverage & Food Europe CEO Peter Harding commented, "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."
SBFI Products
Drinks brands produced by SBFI include Lucozade, Ribena and Orangina.
SBFI also distributes Beam Suntory premium spirits brands in Ireland, including Jim Beam products.
© 2020 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
