Beam Suntory has announced a rebrand to become Suntory Global Spirits. The company said the name change reflected its “evolution into a truly global leader across categories in spirits and ready-to-drink cocktails”.
The new name is introduced as the company marks 10 years since Suntory Holdings acquired Beam Inc. in 2014.
The company said it had grown significantly over this time period – including from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today – and its team has also expanded, now comprised of more than 6000 employees around the world.
The rebrand includes the launch of a new website and visual identity that defines 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 & CEO of Suntory Global Spirits.
“The dedication that Suntory CEO 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 & CEO 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 the trust and love that people have for Suntory around the world.”
The company said rebrand is expected to help the company drive value as one global team and focus on key priorities including American whiskey, Japanese spirits, Scotch whisky, tequila and ready-to-drink, while providing flexibility for growth in the future.
To learn more about Suntory Global Spirits, visit the company’s new website at suntoryglobalspirits.com.
Suntory Oceania launched to ignite ANZ multi-beverage sector
Beam Suntory and Frucor Suntory announced it was becoming Suntory Oceania in August 2023, a new $3billion multi-beverage partnership across the premium spirits and non-alcohol segments in both Australia and New Zealand.
Under the Suntory Oceania umbrella, it has created the fourth-largest ANZ beverage group in Oceania with full end-to-end control of its portfolio, including manufacturing, sales, and distribution.
Preparation are underway ensure the partnership is operational for mid-2025 in Australia and 2026 in New Zealand.
Frucor Suntory CEO, Darren Fullerton said: “This new venture is all about bringing the best of Suntory to Oceania. With the ability to accelerate our growth trajectory, we strongly believe it will redefine market dynamics and offer more consumer beverage moments from sunrise to sunset, unlocking innovation for our customers across retail and hospitality industries.”
Mark Hill, Managing Director of Beam Suntory Oceania said: “This collaboration demonstrates our belief in the growth potential of the Australian and New Zealand markets. When other businesses are pulling back, we are forging ahead, bringing Suntory’s spirit of bold ambition to life.”
The largest single FMCG investment in Australia in over a decade, the construction of a new $400 million, net zero facility in Ipswich, Queensland, will be the catalyst for Suntory’s growth ambitions.
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