Suntory Beverage and Food Europe CMO François Bazini Departs

Why It Matters

Bazini’s exit removes a seasoned marketer who shaped SBFE’s brand strategy, while his new educational ventures could influence the next generation of global marketers.

Key Takeaways

• Bazini exits SBFE after 11 years, CMO role
• Former Pepsi exec, led Beam Suntory global spirits
• Plans sabbatical: write books, teach, advise startups
• SBFE revenue rose 6.6% to $10.78 bn in 2024
• He built SBFE’s marketing excellence program

Pulse Analysis

François Bazini’s departure marks the end of a decade‑long tenure that helped Suntory Beverage and Food Europe (SBFE) transition from a regional soft‑drink player to a brand‑focused challenger in markets such as Spain and France. His background—spanning a decade at Pepsi and senior roles at Beam Suntory—gave him a rare blend of consumer‑goods scale and premium‑spirits expertise. Under his leadership, legacy brands like La Casera and Schweppes saw revitalized campaigns, contributing to SBFE’s 6.6% revenue growth to $10.78 billion in 2024, a notable achievement in a mature beverage landscape.

While stepping away from the CMO chair, Bazini is channeling his experience into a sabbatical that includes authoring three books, teaching marketing strategy at top business schools, and serving on startup boards. The first book targets regional marketers aspiring to global roles, a niche he identified through internal coaching sessions that evolved into formal workshops. By codifying his mentorship into published content, Bazini aims to fill a market gap where practical, cross‑border marketing guidance is scarce, potentially shaping talent pipelines for multinational brands.

For SBFE, the leadership change introduces both risk and opportunity. The company must sustain the momentum of its marketing excellence program—a legacy Bazini championed—while navigating the search for a successor who can balance brand innovation with the group’s broader beverage portfolio. Industry observers will watch how the new CMO leverages Bazini’s frameworks to drive growth, especially as soft‑drink brands compete with health‑focused alternatives. Meanwhile, Bazini’s upcoming advisory work could ripple across the sector, offering high‑growth brands strategic insights drawn from his extensive experience in both spirits and non‑alcoholic beverages.