Global soft drink producer Suntory Beverages & Food Europe (SBFE) chooses Validators again after pitch

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Global soft drink producer Suntory Beverages & Food Europe (SBFE) has once again selected research firm Validators following a pitch

Amsterdam, March 10, 2026 – Suntory Beverages & Food Europe (SBFE) has selected Validators for the third consecutive time to conduct its international brand and campaign tracking research for 2026–2027. The partnership between the Amsterdam-based research firm and the international soft drink company has been in place since 2020.

“I think it’s great to see that Validators has won the pitch again. This shows that they excel not only in brand tracker expertise and personalized service, but also in innovation,” said Celeste Miller (Consumer Insight Manager at SBFE). “I can imagine that we sometimes pose quite a challenge for Validators—both in terms of scale and stakeholder management. We track 30 countries, and in doing so, they communicate with four business units (and a global CI team). Despite this, the (relatively small) Dutch agency manages to offer significant added value compared to the major international players.”

The new pitch was launched both to reassess whether Validators is still the best-fit agency and because Suntory currently has a need for local consultation. Validators has addressed this need through its partnership with House of Communication. House of Communication has a global network of local specialists.

What began as a brand tracker in 20 countries has since grown into a broad international research program covering more than 30 countries. New additions in 2026 include Norway, Finland, Hungary, Kenya, Nigeria, and South Africa.

Peter Meijer, business director at Validators: “This renewed partnership confirms that Validators continues to meet Suntory’s needs. In the coming period, we will focus even more strongly on innovation, including the implementation of a completely new PowerBI dashboard, a client-specific AI agent, and the development of a brand equity model.”

With the extension for 2026–2027, both parties are focusing on further integrating data, technology, and strategic consulting, with the aim of strengthening the international positioning of brands and driving their growth.

Suntory Beverages & Food Europe is known worldwide for brands such as Schweppes, Lucozade, Orangina, Dr Pepper, and Oasis.

About Suntory

SBFE is a subsidiary of Suntory Holdings and is responsible for the development, production, and marketing of non-alcoholic beverages in Europe. Its portfolio includes well-known brands in soft drinks, iced tea, juices, and energy drinks. Suntory Holdings was founded in 1899 in Osaka, Japan, as a family business and has grown into a leading international producer of beverages (alcoholic and non-alcoholic). In 2024, Suntory generated revenue of approximately ¥3.4 trillion (about 22–23 billion USD), further solidifying its position as one of the world’s largest beverage producers.

About Validators

Validators is an independent marketing consulting firm that helps brands build strong mindshare. Based in Amsterdam, the firm combines behavioral science, data analysis, and strategic consulting. Its proprietary methodologies and software make communication content measurable and help brands steer their efforts more effectively toward brand growth. www.validators.nl

About House of Communication

House of Communication is an integrated marketing and communications collective in which specialized agencies combine strategy, creative, media, and data. By combining creativity with data-driven insights, House of Communication helps brands grow consistently and make their campaigns measurably more effective. www.houseofcommunication.com