Beam Suntory rebrands to Suntory Global Spirits

Company marks 10 years since Suntory acquisition; New positioning sets global business up for next era of growth and leadership
Beam Suntory rebrands to Suntory Global Spirits
Photo - Beam Suntory

Beam Suntory, a world leader in premium spirits, announced its rebranding to become Suntory Global Spirits, reflecting the company’s evolution into a truly global leader across categories in spirits and Ready-To-Drink cocktails. The new name is introduced as the company marks ten years of sustained, profitable growth since Suntory Holdings acquired Beam in 2014.

The company's significant growth over this period, from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today, is a testament to the dedication and hard work of our team, which has also expanded to over 6,000 employees worldwide. The rebrand, including the launch of a new website and visual identity, celebrates Suntory Global Spirits’ distinctive, unmatched focus on quality, craftsmanship, and sustainability – defining brand attributes connected to and complemented by those of its parent company, Suntory Holdings.

“Suntory Global Spirits demonstrates our global leadership and premium position in the market while enabling us to build upon the strong and positive brand recognition that Suntory has worldwide,” said Greg Hughes, president and chief executive officer of Suntory Global Spirits. “The dedication that Suntory chief executive officer Tak Niinami and Suntory Holdings have shown to advancing our culture and business growth – while also preserving the legacy of craftsmanship and interplay of traditions exemplified in brands from Jim Beam to Laphroaig and Maker’s Mark to Yamazaki – is extraordinary. Becoming Suntory Global Spirits is the natural next step in our evolution.”

“Now is the right moment to deepen our shared passion for the innovation and artistry that deliver incredible experiences through our products and fully unlock our unified advantage across our leading spirits portfolio,” said Tak Niinami, president and chief executive officer of Suntory Holdings and executive chairman of the Board of Directors at Suntory Global Spirits. “Since the acquisition of Beam Inc. in 2014, the company has gone through an incredible transformation to become an even stronger organization, led by our shared values of Yatte Minahare, Growing for Good, and Giving Back to Society. We’re grateful to the entire global team under Greg’s leadership as we continue to inspire the brilliance of life in harmony with nature and grow people's trust and love for Suntory around the world.”

The company’s new brand platform not only showcases the art of crafting the highest quality products but also emphasizes our unwavering commitment to sustainability. We pay great attention to and respect for the water and natural ingredients that are vital across our iconic spirits portfolio. This commitment to sustainability is a bold step that Suntory and Beam Suntory, now Suntory Global Spirits, have taken over the last decade in pursuit of our ambition to become the World’s Most Admired Premium Spirits Company.

The rebrand is expected to help the company drive value as one global team and focus on critical priorities, including American whiskey, Japanese Spirits, Scotch, Tequila, and Ready-To-Drink, while providing future growth flexibility.

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