Beam Suntory Rebrands to Suntory Global Spirits
30 Abril 2024 - 11:15AM
Business Wire
Company marks 10 years since Suntory
acquisition
New positioning sets global business up for
next era of growth and leadership
Beam Suntory, a world leader in premium spirits, today announced
that it is 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 10 years of sustained,
profitable growth since Suntory Holdings acquired Beam Inc. in
2014.
The company has 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 6,000 employees around
the world. The rebrand includes the launch of a new website and
visual identity that celebrate 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 & 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’s new brand platform showcases the art of crafting
the highest quality products with great attention to and respect
for the water and natural ingredients that are vital across its
iconic spirits portfolio. It also pays homage to the bold steps
that Suntory and Beam Suntory, now Suntory Global Spirits, have
taken over the last decade in pursuit of Suntory Global Spirits’
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 key priorities including American whiskey,
Japanese Spirits, Scotch, 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.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits
inspires the brilliance of life, by creating rich experiences for
people, in harmony with nature. Known for its craftsmanship of
premium whiskies, including Jim Beam® and Maker's Mark®; Japanese
whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and
leading Scotch brands including Laphroaig® and Bowmore®, Suntory
Global Spirits also produces leading brands such as Tres
Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and
is a world leader in Ready-To-Drink cocktails, with brands like
-196 and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in nearly 30
countries, Suntory Global Spirits is driven by its core values of
Growing for Good, Yatte Minahare and Giving Back to Society. The
company’s Proof Positive sustainability strategy includes ambitious
goals and investments to drive sustainable change and have a
positive impact on the planet, consumers and communities.
Headquartered in New York City, Suntory Global Spirits is a
subsidiary of Suntory Holdings Limited of Japan. For more
information, visit www.suntoryglobalspirits.com and
www.drinksmart.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240430819416/en/
Allison McEneaney Senior Director, Global Corporate
Communications at Suntory Global Spirits
allison.mceneaney@beamsuntory.com