Suntory Beverage & Food Benelux, the company behind soft drinks such as Schweppes and Oasis, announced the appointment of a new General Manager, who will head the Benelux operations from the brand-new Belgian headquarters. Jaime Lago De Lanzos Bunzl, who is joining the local team from Suntory Beverage & Food (SBF) EECM-Benelux, now becomes the leader of “one of Suntory’s key European markets”, promising a consumer-first direction to continue the company’s impressive growth in the region. 

Hoeilaart, 11 September 2025 – Spanish Jaime Lago De Lanzos Bunzl will become the new General Manager of Suntory Beverage & Food Benelux, the company behind several iconic soft drinks. After 8 years working for Suntory’s operations across Europe, Africa and the Caribbean, Lago De Lanzos Bunzl is moving to Belgium, just in time for Suntory’s move from its historic Genval site to new warehouses in Nivelles and offices in Hoeilaart. These new locations form the central hub for all Benelux operations and are needed to accommodate strong Suntory’s strong projected growth in the region. 

Jaime brings over 15 years of leadership experience spanning FMCG, consulting, and financial services. As Transformation Director at SBF EECM-Benelux, he has been driving strategic growth and efficiency projects across 40+. Previously at Suntory Beverage & Food Iberia, he redefined national sales and distribution models, leading high-performing teams and orchestrating a network of 700+ distributors.

Alina Nickolson Vera Rojas, Chief Operating Officer at SBF EECM-Benelux, says:

For the newly appointed General Manager, this new role represents an exciting step. He says:

Suntory has grown its Benelux business by 25% in the past five years and forecasts continued expansion, in part by broadening its offer. Just recently, the soft drinks company became the Benelux distributor of energy drink Celsius.  

Becoming a local 

One of the first tasks at hand for Lago De Lanzos Bunzl will be a crash course in all things Benelux’ which he describes as “a crucial region in Suntory’s European strategy”. Though the new GM is fully aware of the diversity within the region:

This people-centric understanding will be the fuel for Suntory Benelux’s strategic direction, guiding responses to industry trends like the booming energy category and the growing demand for fruit flavoured drinks and zero- and low-sugar options. “I’m committed to understanding consumers beyond sales data, but through actively meeting the people here and learning about their consumption patterns by interacting with them. Maybe we can share an Orangina or Oasis together,” Lago De Lanzos Bunzl continues.  

Embodying Suntory’s Japanese heritage 

Suntory prides itself on the Japanese roots of its company culture and values. “Funnily enough, a Spaniard moving to Belgium might be the best expression of living our Japanese heritage” jokes Jaime Lago De Lanzos Bunzl.  “Our catchphrase ‘Yatte Minahare’ - Go for it!, is one that clearly lies closely to my heart.” His commitment to the Suntory’s Japanese culture also extends to what Suntory calls ‘Growing for Good’. 

Lago De Lanzos Bunzl continues.

Jaime Lago de Lanzos Bunzl succeeds François Bruch, who served as General Manager Benelux ad interim and will continue as Sales Director Benelux.

Alina Nickolson Vera Rojas concludes:

-Ends-