Suntory Beverage & Food Europe (SBFE) is the European regional division of the globally renowned Japan-based Suntory Group, established in 2014. The Suntory Group, with a heritage spanning over 120 years since its founding by Shinjiro Torii, is one of the world’s leading food and beverage companies. SBFE operates primarily in Europe, including overseas EU territories, Africa, and the Caribbean, employing approximately 3,800 people. The company manages iconic, widely recognized non-alcoholic beverage brands such as Schweppes, Orangina, Lucozade, Ribena, La Casera, Oasis, Pulco, and MayTea across its European markets.
SBFE’s business philosophy centers around the core purpose to “Inspire the Brilliance of Life” while emphasizing sustainable and responsible business practices under its value of “Growing for Good.” The company places great importance on environmental sustainability, notably its commitment to harmony between people and nature, guiding both product innovation and corporate social responsibility initiatives. Sustainable growth and positive environmental impact toward future generations remain thematic priorities.
The company’s structure in Europe consists of multiple country-specific market operations with local production facilities in the UK, France, and Spain. A regional Executive Committee headed by CEO Pierre Decroix oversees day-to-day operations and strategy, integrating key functional areas including R&D, supply chain, marketing, finance, HR, and IT.
In the context of the EU regulatory and policy environment, SBFE actively lobbies on a variety of legislative files relevant to the beverage sector and sustainability. These include the Farm to Fork Strategy, Circular Economy Package, Packaging and Packaging Waste Regulation, Single Use Plastics Directive, the EU Code of Conduct on responsible food business practices, and frameworks for water resilience. Such lobbying efforts aim to influence EU policies that impact product packaging, sustainability standards, food marketing, and resource management legislations, aligning regulatory developments with sustainable business agendas and stakeholder expectations.
SBFE is registered in the EU Transparency Register (registration number 618620439768-85) since September 2020, reflecting its ongoing engagement in EU policy dialogue. Its lobbying efforts are part of a broader strategy to secure alignment between EU policies and the company’s objectives for growth in healthier beverage options and environmental stewardship. SBFE is also committed to the EU Code of Conduct for Responsible Business and Marketing Practices, demonstrating the company’s transparency and responsibility in its lobbying and marketing communications.
